Sandy Wardenburg Waggett walks through Bruce Turkel's brand-promise exercise from All About Them. Start with your features and benefits, then climb the pyramid to find your point of difference and emotional benefit. The top: a promise centered on what your customer actually needs, not what you sell.
Chapters
Morning, everyone. Sandy Weigt with MSW Interactive Designs. And today's marketing tip is a book that I just recently finished. It's called all about Them by Bruce Grow your business by focusing on others. One of the best chapters in the book that I enjoyed anyway is where he talks about what your brand promises versus what it's not. And of course, your brand promise is not your website, it's not your social media, it's not your business card, it's not your tagline, it's not any of that stuff. But what the author says is your brand position is the place you occupy in the heads and hearts of your current and potential customers. And if you don't know what that is, you can be sure that they don't know what that is either. And then he goes on to walk you through an exercise of brand success. Pyramid. And at the pyramid bottom is features and benefits. And of course, this is where most businesses start and stop. We're all really good at coming up with our features and benefits, but he challenged you to go further. As you go up the pyramid, you go to the pod, which is your point of differentiation or what makes you completely unique. And then beyond that, he challenges you to come up with the functional benefits that you bring to the table. And this is from the customer perspective, not from your perspective. And then next is the emotional benefits that you bring to the table, again from the customer perspective, not from your perspective. And then finally lead you to the brand promise. It's a great exercise for any business to go through. A great Exercise going into 2020can help guide your marketing. The book is called All About Them. It's by Bruce Turkel. I highly recommend it, everyone. I hope you have a happy new year. Sandy Waggett with MSW Interactive Design signing off. See you later.
