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Thursday, February 18, 2016

Marketing tip: Put your benefit front and central

Cathy saw this on the shelf at the supermarket and said, 'Well, that gets straight to the point'.

To the point

And she's right. It gets straight to the point and gives you the product benefit right there. It "Stops Smelly Sinks."

I think this is great marketing. If I had a smelly sink I would want a product to stop that. Seeing it made me wonder if we had a smelly sink. I was in the supermarket. I couldn't go and sniff the sink to check. I was tempted to buy it just in case. Maybe I could use it to make sure my sink didn't become smelly.

The first rule in marketing is tell people about the benefits, not the features. I don't want to know what it's made from, or what the active ingredients are, I want to know what it does or, more importantly, what it will do for me. This marketing puts the benefit front and central. I know if I use this it will stop my sink from smelling. It's clean and efficient marketing copy and I think it's great. Well done, Buster.

(I mean, I didn't buy it. But if I have to sort out a smelly sink in the future, then I probably will.)

Other posts about marketing
Analysing takeaway menus for marketing fails
'Marketing b*llocks' - the Camel Balls gum case study
Branding brilliance: How to make your Death Metal band stand out


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