There is a misconception with a lot of businesses in Australia, where they feel they need to be the loudest voice in a sea full of other voices. This has been evident over and over again with advertising that is designed to annoy and provoke (under the guise of being different and memorable). Because this is lazy marketing, we won’t use this as a forum to name and shame them.
The point being missed here is that you don’t need to be the loudest, if you are the most relevant. Whilst traditional advertising has changed significantly over the years, the one key element that was used early on and has lost its way in recent times – is the power of a good ‘hook’. We’ve seen a lot of this in recent times with start-up businesses. They don’t have the marketing budgets of bigger players, but they have a hook in the product and they know how to communicate it well.
A hook is the message that identifies the issue, addresses how the advertisers’ problem is the answer and goes on to reinforce benefits – giving the potential customer ammunition in order to switch allegiance. A business is doing themselves no favours by promoting their business without a compelling reason to switch. Changing companies often requires a degree of pain/effort – in order for a person to do this, they need to be presented with a ‘better’ solution to their needs.
How to present a better solution?
- What makes your business unique? What makes your product or service different from your competitors?
- Please do not say ‘high quality’ or ‘great service’, these are 2 of the most over-used terms in advertising and hold no weight in proving difference.
- If your service is significantly different – can you quantify how?
- If you cannot succinctly define why a customer service experience will be different, you need to look further into your business.
- Features and benefits – what are they?
- After you’ve identified your core unique selling point, what are the individual product features/benefits that will help reinforce a compelling reason to change.
- Closing the loop – what do you want to happen after you’ve engaged a customer?
- See more information on your website
- Contact you for an information pack
- Whatever the desired action – be sure to communicate ‘the next step’.
How can I communicate this information on a promotional product?
There are many different options for promotional products (some with a very small branding area – such as a pen or keyring), others have a large branding area that is perfect for this.
- If you are looking to produce a small item
- We can help you on packaging this item in a particular way to allow for a stronger sell message to be present
- Accompanying collateral is an important way to set the path for future business with customers. If you are not handing this product over personally, it’s even more important.
- If you are unsure on what product is right for you
- Ensure the product has a function
- If function is not a necessity, then make sure the product is memorable/quirky. A product that is neither functional/handy or quirky will be unsuccessful in its primary purpose.
- For ideas, talk to us – it’s what we do!
It’s better seeing RED.