Communicate Value not Features

Value-based versus feature-based text when writing for marketing materials, (or how to sell your product or service more effectively). 

Value is the feeling you get for something based on how much you paid. A poor value is feeling like you got cheated or this was not what you expected, and telling others what a piece of crap it was. A good value is buying something that you believe is a really good deal -- that it is worth more than what you paid for it. A good value uses saving time, saving money or providing piece of mind as a hook.  

The key to convince a prospect to at least consider your product or service is to communicate to them that your product or service is a good value, not that it has more whiz bang features than your competitors. 

Example with a feature-based approach. Engineers and designers would feel real proud of their product if it was written something like this:

"Our new hybrid engine is connected to the transmission via a unique flywheel off-load gearing system, and the large 8 caliber nitrogen filled piston brakes are great for stopping the 19 inch wheels. We have a 24/7 fully staffed service department to expertly repair any problems you might have."

Example revised with a value-based approach, so the prospect is more likely to want more information or a demonstration:

You can significantly lower your monthly costs on gas because the improved efficiency of our new hybrid engine gets up to 45mpg. Our vehicle lowers your overall insurance expenses because the extra large brakes can dramatically shorten your car’s stopping distance. To prevent unexpected break downs and give you peace-of-mind, our car has an automated feature that tells you when to go in for warranty service.

The text above has plenty of room for grammar editing and styling -- I just wanted to quickly get the concept of feature versus value-based writing out there, without a lot of copy noodling.

Punching up an email with an attached report

(Coaching a current customer): 
How to make a letter accompanying a report be more personal and have more punch.


Points to consider:

• Make your email letters more personalized by using the words your, me and I, so that it appears to be coming from you rather than the organization in general. All of your correspondence should utilize personal words like I and you, more often.

• I recommend calling your peers at work, experts — it raises the perceived value level of their input and of the value of their membership in general.

• Use more action verbs.

• In your original letter you used the phrase, “strongly encourage” -- that could be interpreted as telling someone to do something, versus “encourage” sounds more like you are being helpful.

• Make sure each paragraph communicates how you are providing value, otherwise what is the purpose of what you are saying?

Mr./Ms.

I’ve just completed this report for your inquiry regarding "........."
If I receive additional responses or information, I will forward them directly to you and add them to your report.

Let me know if the information in this report meets your needs. Your feedback and comments will be helpful for me to improve my process of providing expertise and information to you that not only meets your expectations, but exceeds them. The advice in this report has the names and contact information of the experts who provided this valuable information. I'm here to help, so if you need additional detail, please call me anytime, my contact information is below. 

Starting a Business

Recently I was asked for advice from someone who was getting a patent for an invention and they needed a website to promote their product and sell it. They didn't want to spend a lot of money on a website, they just wanted to "dip their toe in the water" first. 


Where or how do you start? If you are going forward with wanting to manufacturer and sell your product yourself, (and you have gotten feedback from friends – they would buy it and for how much), there is a lot of marketing, website development, social media connections/applications, linking, search engine optimization, etc. that would need to be done to successfully launch a product using an ecommerce website. There really isn’t just a “I want to dip my toe in the water” type website that will actually bring you business of any significance. There are a lot of interconnecting business and marketing pieces that need to be applied to successfully launch a new product. 


Here are just a few things that need to be considered: 
Do you have a business plan?
Are you self-funding or are you planning to get investors?
Where are you having your product manufactured?
Have you established wholesale, distributor and retail pricing?
Do you have a product packaging design? 

Where will the packaging be made and figure in shipping and storage into your cost of goods.

What are your distribution plans (store placement, Internet, or infomercials)?
How are you bringing this to the marketplace -- do you plan to be the wholesaler and will you get manufacturer reps? 

Don’t waste your money and spend a couple thousand or more dollars to get a basic website up and running – just to “see how it goes.” If you want this to be a real money maker, you might want to add investors, with some knowledge of the elements mentioned above, to be a part of your venture. 

I have helped small companies put together a business plan, a brand and marketing strategy, as well a marketing materials and all the items mentioned above. Your best road to success is to have a well thought out business plan and marketing strategy before creating a true, working, ecommerce website.

It's your time and money. If you don't have the passion to create a company, and the time and some level of understanding of the business components mentioned above, here is an alternative: Consider searching for a distributor, (another words, a company that already has sales feet on the street and they just add it to their product line). Negotiate a royalty fee per item sold versus selling the patent outright, and you spend a lot less time, lower your risk and still be able to make a few dollars from your idea.  

If you just dip your toe in the water, 

all that is going to get wet, is your toe.

(This a very broad brush advice, and there are many many other details not mentioned here that should to be considered in your decision making process – if you need help with any of the above, you can contact Gary at ggreer@tampabay.rr.com).