By Richard Earles; Anne Fanatico; Appropriate Technology Transfer for Rural Areas (Organization)
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You could think of this as a side effect, only in a positive way. Here is where you can have some fun because indirect benefits open up vistas of possibility for you as a marketer. Let’s go back to our bottle of diet pills. A direct benefit of taking the pills is that you lose weight. That is ho-hum and boring, actually. You take the pills and lose the weight. We can’t change this outcome because that’s what the pills are designed to do, but what else happens when you lose the weight? What is an indirect benefit of taking these pills?
It would not serve you to create an ad that uses the fear of spiders as the main emotional motivator if only a small segment of your market has that fear and if your product or service offering has nothing to do with alleviating a fear of spiders. qxd 4/11/07 4:31 PM Page 31 What Your Market Fears Most 31 In every market, there is a fear, or set of fears, that is shared by a large percentage of your prospects. If you have a solution to even one of those fears, you can tap into that fear and use it in your marketing materials.
I could go on and on here, but you get the idea. I’ve taken a feature that is of little value to anybody but the manufacturer and turned it into a series of benefits that will reach a large part of the targeted market. Second, why is it red? What if I don’t like red and it only comes in red? What benefit is there to having a red mower? As a marketer, you have to answer these questions with true benefits. You might state that passersby will see the bright red color and keep out of harm’s way. Or you might suggest that red is this year’s hot color for mowers and, with a red mower, people will think you’re really successful because you can afford the latest mower for your lawn.