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Want a powerful way to make sure your message leaves an impression on the people who receive it? Talk about the consequences that will occur as a result of following or not following your advice. That could be a carrot (good things will happen) or a stick (bad things will happen), depending on the situation. Consequences are the outcome of a cause and effect sequence. If you do one thing, another thing will happen. Buy the magazine and the dog will be saved. Buying the magazine is the cause, and a reprieve for the dog is the effect. There are several types of consequences, and we can leverage our communication strength by knowing and understanding the different types. Functional consequences refers to physical results. Use this shampoo and your hair will look beautiful. Buy this car and you'll get more miles per gallon. Psychological consequences refer to intangible results, but still have a powerful effect. Consider life insurance: if you buy it you will never get a benefit from it, but your family will, and that gives you peace of mind. Social consequences are the third type, and refer to your standing with your peers or important others. Buy this wine and your friends will think you're a person of discerning taste and style. Why are consequences important? In addition to the obvious, consequences help us understand the connection between the features of a product or service and the values that are (or are not) satisfied by using or consuming it. As we've all been told many times, features aren't important in themselves, rather they're important for the benefits they confer. Yet, benefits tend to dead-end, that is, there's a tendency to stop analyzing once we've identified them. Thinking of consequences, rather than benefits, helps extend our analyses to another level, to values. Admittedly, this may be as much about semantics as substance, but nevertheless it matters. From another perspective, consequences help us move from the concrete to the abstract. We can touch or experience features directly; that takes no imagination. Values, on the other hand, are all in the mind; they can't be touched or experienced in the same way. For example, wash your hair with this shampoo, which contains ingredient X-15 (a feature) and you'll feel more confident (a consequence) when you go out for an evening, and a feeling of confidence helps you enjoy social occasions (a value satisfier, and ultimate result). You've no doubt seen this strategy used in shampoo commercials and display ads. Which makes sense, because most of us don't value nice hair for its own sake; we value it for social reasons. In summary, understanding the connection between features and values, through consequences, helps make our communication more effective.
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Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. Today's Definition of Marketing. Has It Changed? By Bobette Kyle With the continued proliferation of the Internet, the meaning of the word "marketing" also seems to proliferate. Cyberspace has opened up a whole arena of new marketing technologies, techniques, and twists. Amidst the online exuberance, it seems each online marketer or salesperson changes the definition of marketing to suit his or her preference.Many times, ill-conceived notions and perceptions reduce the meaning of the word "marketing" to a sh… 2. What Are You Fishing With? Lure, Bait and Gear By Catherine Franz A 10-step exercise for services professionals to evaluate clients... Fly fishing -- it doesn't work, does it? When I first watched someone fly-fishing, they released the line and fling it far out into the water. No sooner had the fly hit the water was it being reeled back in. Even today, I still don't understand how this method catches any fish. Yet it does. The results had an opportunity to occur because the line was pitched. Fly fishi… 3. Gift Cards - Is It Time to Use Them for My Business? By Steven Schneidman You're probably thinking, here we go again somebody is trying to sell me something that I really don't need. I'm sure it will benefit them, but will it benefit me? Firstly let me say that my company, Solutions Ink does sell gift and loyalty cards. The market out there while huge is certainly not for anyone. Who then are these cards good for?These cards are great for chain stores with multiple locations and for stores with very loyal repeat cust… 4. How to Successfully Market your Business Popular, effective and a success – these are the things that we want to happen to our products and services. To make this a reality, we are devising a lot of strategies and specialize on marketing and promotions. It is tough to survive and maintain the status in the business arena. The rules are fast-changing, the modes are getting more creative and the market is already bombarded with a lot of options. This is the reason why businessmen use extr… |