What Is The Mega Networking & Referral Event – Melbourne March 2009?
By Rod Moore on Nov 21, 2008 in Attraction Marketing, Profit Minute Videos | comments(3)
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Archive for November 21st, 2008
Explaining The Not So Obvious!
By Rod Moore on Nov 21, 2008 in Attraction Marketing, Business Success, Client Attraction System, Copywriting | comments(2)
Claude Hopkins is a man who knew a thing or two about Advertising …
He was one of the legendary Copywriters and Advertising men at the turn of the last century. To this day his book ‘Scientific Advertising’ is considered one of the great classics in marketing and is a must read for all marketers.
So what made Claude so great?
Well many things really … but one thing that really stood out for me is his ability to explain the not so obvious in his marketing materials.
Often what he included in his advertisments were things that were not obvious to the customer … but plainly obvious to the company making the product or service. In fact in most cases the company in question simply ignored many of the key selling features of their product or service simply because they overlooked them as being to obvious.
For example … Claude was asked to come and consult to Schiltz Beer company. Take a look at one of his Ads for Schiltz:
In this Ad Hopkins goes to some length to describe the process of manufacturing of Schiltz Beer. He uses language like … ‘All beer is cooled in a plate glass rooms, in filtered air’ to describe the purity of the beer. What he is doing in essence is describing the not so obvious process of how beer is manufactured to the end customer. Remember that to the Schiltz beer company this was just there standard everyday process so it was very obvious to them.
Now when he first proposed to the owners of Schlitz Beer that he describe the process they went through they exclaimed that this approach would not work as this is how all beer manufacturers make beer.
As Claude pointed out though … while that may be the case (ie all beer manufacturers follow the same process) no one was pointing this out to the customer. In other words … no one was using this to their advantage.
So in a series of Ads Claude highlighted the exact process used by Schlitz beer and naturally sales of this beer went through the roof. Schlitz beer remained number one for a decade as a result. Simply by pointing out and explaining the process they were able to dominate their market.
Naturally a number of the other beer manufacturers tried to play catch up. They used the same process so they tried to market the same story but they had lost the first to market advantage. To the end consumer it sounded a bit like me-too-ism.
So what is it that you do in your business that is obvious to you … but may not be obvious to your target market? What is common amongst your competitors … yet if you explained it in your marketing might give you a first to market advantage?
People love to understand the process you will take them through. This is especially true with professional services. If you take the time to lay out your process or step-by-step system to them it helps your prospective client to feel a level of comfort that they are in safe hands.
Right now I can almost assure you that your competitors are not marketing the obvious for your industry. Why don’t you decide to the be the first to do so and gain a first to market advantage?
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