Do or Die Marketing: What Exactly Are You Offering?
Part three, in the “Do or Die Marketing Plan”, is about defining your offering: a vital exercise as how on earth can your customers buy from you if they don’t understand what it is that you are selling?
Your offering is not just a physical description of what you manufacture or of the process you use to provide a service. It needs to be much more than that if your target audience is to latch on to it.
As Kees Huysmans, founder of Tregroes Waffles says, “We don’t sell food, we sell pleasure!” If you try his mouthwatering, handmade chocolate waffles, you’ll know what he’s talking about. Heaven!
Your offering should be based on the benefit it provides to your customer. That’s it. It’s vital that every business works out its FABs - Features, Advantages and Benefits – in order to be able to market and sell effectively to its audience.
- Features – appeal to the rational side of the brain. These are the physical attributes of your product including size, colour, material, price etc.
- Advantages – how are these features better than the competition?
- Benefits – what’s in it for me? Or what exactly does your brand deliver to the consumer?
Your brand values will be important here because they contribute to the emotional benefits delivered to the customer. Coca-Cola doesn’t just offer relief from thirst or refreshment, it allows the customer to feel like they are part of a strong American heritage, part of the Real Thing. This sense of authenticity cannot be copied by competitor brands so becomes a very powerful USP for the brand.
An example which I find myself using lately is of a football (and I don’t know anything about football)
- Features – round, yellow, leather, hand-stitched
- Advantages – lighter, faster than others
- Benefits – helps you to score goals, win games, be heroes!
Have you worked out what your offering is yet?