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| | The The CopyWriters Connection Network is not currently active and cannot accept new posts | | Learn to See ALL the Trees IN The Forest | Views: 280 | | Jan 11, 2006 1:38 am | | Learn to See ALL the Trees IN The Forest | # | 
Steven Boaze | |
Often we observe in our marketing that our
efforts are focused on detailed descriptions of
products and services. We see this all the time
in advertising.
The business goes into great detail talking about
the great features of the product and the
specific process of how they will do this for
you. Sometimes these details are critical to the
buyer's buying decision and it does have merit.
However, spending too much time describing the
details when the customer really wants to know
the results. They want to know what's in it for
them.
The old adage that you can't see the forest for
the trees may apply here. If you describe in
detail the physical make-up of the trees of a
forest, you might do so at the exclusion of
adequately describing the entire beauty of the
forest. If a beautiful forest is exactly what the
customer is shopping for, you have now made an
error in the way you are describing it and
focusing on the trees.
It's not just limited to trees in the forest, of
course. It's products and services. For ex; a
maid service. What they do is not very important.
They do clean house, but that's not necessarily
what I'm interested in. What I'm interested in is
they eliminate harmful germs and show up when
they're supposed to. They might be bonded against
breaking household valuables. That's what their
service really does.
Furniture might range in price to attract
customers who buy based on cost. Others are
interested in the details of the materials used.
Other customer’s base their decisions on the
look. There are many different reasons.
Whatever your business offers, you need to tailor
your marketing to communicate to your customers
what your products and services do. These are
your benefits in addition to any other critical
pieces of information.
Steven B.Private Reply to Steven Boaze | | |
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