Three words that will change your messaging: „which means that“
Andi Jarvis
You make a great product, you target the right customers and you're all over the right media channels. But you will still be missing out if your messaging isn't right.
This holds true for B2C and B2B markets. Why? Because all sectors are selling to people and people are strange, emotional beings not computers! Too much marketing copy focuses on features. But talking about features just teaches your customers to measure your product against the wrong things. It doesn't matter if you're selling digital cameras or dump trucks, listing features is a bad idea - is a 14mp camera better than 12mp camera? Most people think so. Is a truck with a 200l fuel tank better or worse than one with 175l? Customers think it's better. The key element of your messaging should be benefits.
That's where which means that comes in. It's three short words that will transform your messaging from being dominated by features to leading with benefits. It's a simple methodology that anyone can deploy, either in workshops or while they're hurriedly writing the email marketing campaign that was forgotten about.
In this presentation, Andi Jarvis will explain the psychology behind how people make buying decisions and explain how to use which means that to separate your messaging from the competition.
This holds true for B2C and B2B markets. Why? Because all sectors are selling to people and people are strange, emotional beings not computers! Too much marketing copy focuses on features. But talking about features just teaches your customers to measure your product against the wrong things. It doesn't matter if you're selling digital cameras or dump trucks, listing features is a bad idea - is a 14mp camera better than 12mp camera? Most people think so. Is a truck with a 200l fuel tank better or worse than one with 175l? Customers think it's better. The key element of your messaging should be benefits.
That's where which means that comes in. It's three short words that will transform your messaging from being dominated by features to leading with benefits. It's a simple methodology that anyone can deploy, either in workshops or while they're hurriedly writing the email marketing campaign that was forgotten about.
In this presentation, Andi Jarvis will explain the psychology behind how people make buying decisions and explain how to use which means that to separate your messaging from the competition.