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Marketing Message
What should you be telling the buying public? This exercise will help you uncover a Unique Marketing Message (UMM) for your company. In order of importance, list five features that your company offers to your customers that makes a difference to them.
This might be the length of time your company has been in business, a central location, the fact that you employ all of your own carpenters, or a plethora of other features.
Features
1.__________________________________________________________
2.__________________________________________________________
3.__________________________________________________________
4.__________________________________________________________
5.__________________________________________________________
Now translate those features into benefits. Put yourself in your customers shoes and say to yourself, "Why should I care? What does that mean to me?" For example, the reason your customers should care that you've been in business for 15 years is the fact that your company is experienced and established and is likely to still be in business if they have a problem or need. It means you have plenty of happy customers throughout the community that will attest to your skill and quality.
Benefits
1.__________________________________________________________
2.__________________________________________________________
3.__________________________________________________________
4.__________________________________________________________
5.__________________________________________________________
The benefits are what will be stressed in all of your marketing materials. Customers don't care about features. They care about benefits! All marketing must answer the customer's question - "What's in it for me?"
Excerpted from the best seller, The Remodelers Marketing PowerPak: A Ready-To-Use Lead Generation Kit by Victoria Downing and Linda Case.
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Official Charity of 2008
Remodelers Advantage Inc.
535 Main Street, Suite 211
Laurel, MD 20707
ofc: 301-490-5620
fax: 301-498-6869
Info@RemodelersAdvantage.com