Perhaps you're rolling your eyes as you read this because this is such an obvious point.
You didn't get to where you are today by not knowing the difference between your products' features and benefits.
Of course you didn't, but a funny thing happens when a person is put in charge of their company's advertising. They often tend to forget that features are not benefits. They forget that nobody cares about their product's features except the product designers and some salespeople.
Now maybe you're different than most people. Maybe your company's ads are all about the benefits of your products. Go ahead and give yourself a pat on the back. You've achieved the goal of this step and may move on to the next.
But, if your ad is filled with bullet points describing all the wonderful features of your products, take a moment and read on.
Say you own a company that manufactures hammers. You could show a big picture of your lovely hammer below a headline that reads, "Introducing the best hammer for all your hammering needs."
Beside the picture, you could list the many reasons your hammer is the best: solid steel head, unbreakable fiberglass handle, super comfortable rubber grip, etc.
Wow. Makes you want to buy that hammer, huh? What a waste of money. This would be funny if it didn't happen so often for so many products and services in so many industries.
Now, you could improve that hammer ad immensely by discussing a benefit in the headline and backing it up with other benefits to illustrate why the consumer would be nuts not to buy your hammer. It's that easy.
But we're almost through half of our twelve steps now. We can go even further. Let's be courageous and think a bit more. Use your imagination and put yourself in the mind of your consumer.
Take your laundry list of benefits and think bigger. Is there a single overarching, perhaps intangible, benefit your consumer can enjoy based on the myriad of real benefits your product offers?
Aw! You're on to something now. Just keep reading these articles, my friend. It only gets better.?
This article introduced the fifth of twelve steps. Challenge yourself, your staff and your advertising agency to revolutionize your ad program. If you missed a previous step, contact the author for a complimentary copy. And, remember, every revolution begins with just one step.
Jeff Berney is a freelance idealist, brand evangelist and writer. He can be reached at jeff@jberney.com.
? 2006
We Are Not Alone
Many people grow frustrated with their home business ideas because they see a lack of immediate results. That is understandable--most of us who have left the traditional workforce for the greener pastures of owning our own businesses were motivated by a strong desire to escape our former career path. Home business owners want ?out? of the dead-end rat race in a hurry!
In order to get results quickly, one needs to do many things. One needs a good plan. One needs quality instruction. One needs goals, aspirations and an understanding of his or her motivations. One other ingredient is essential to home business success. What is it? Action.
Action. That's a small word that means a great deal in terms of making it as an entrepreneur. Too often, home business owners do not get the results they want because they are doing plenty of thinking and strategizing but are not taking enough action.
You have probably heard of ?paralysis by analysis.? The expression refers to being stuck in place as more and more planning and research is conducted. It is a common problem in the information age and it has hurt countless home business owners seeking success. Many have found themselves learning more, planning more and understanding more but not seeing any real difference. That is because they fail to combine their knowledge with action. Often, they refuse to believe they have enough knowledge to make a real step toward success.
There is nothing wrong with research and learning. In fact, it is a critical component to success. However, a problem does arise when that infatuation with information acquisition begins to trade off with actually putting one's knowledge to use.
I live by a simple equation: massive action = massive results. It is simple, but it is true. You cannot expect to experience awesome success without doing something. Paralysis by analysis is the antithesis to my perspective. I understand the value of learning and of mastering all aspects of my business, but I also realize that mastery is an ongoing and constantly-evolving process. Thus, I cannot ?wait until it's all figured out? to take action.
Are you disappointed in your home business results? Are things not moving as quickly or as powerfully as you would like? Any number of things could be wrong. You may have made a poor decision in terms of your business model. You might have saddled yourself with a plan that does not match your skills. You might not be working hard enough. There are a million reasons why results may not be meeting your expectations.
One likely culprit to consider is a lack of action. Have you really taken action or are you waiting in the wings, hoping to eventually take a step toward success? If you are not taking smart, but decisive action, you probably are not seeing results!
Remember, massive action = massive results. If things are not going your way, the best solution might be to do something with all of the information and ideas your have accumulated. Do not wait. Act.
Both Jeff Berney & Elias Georgi are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Jeff Berney has sinced written about articles on various topics from . After more than a decade in the business, Jeff Berney offers more than a passion for prose. Above all, he is a strategic thinker, an idealist, a brand evangelist. The articles posted here are from his collection entitled, "Twelve Steps to Creating Breakth. Jeff Berney's top article generates over 49500 views. to your Favourites.
Elias Georgi has sinced written about articles on various topics from Home Businesses, Business Loans and Home Based Business. Elias Georgi makes it easy to build your home based business and earn a substantial income. Learn how to increase your income in the comfort of you own home with minimal effort by visiting:. Elias Georgi's top article generates over 450000 views. to your Favourites.
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