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Why Should I Care About Your Offer?

Is your business volume not quite where you'd like to see it right now? Thinking of doing some advertising to drive traffic to your business?

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Hep 5?
photo credit: tjsander

Is your business volume not quite where you’d like to see it right now? Thinking of doing some advertising to drive traffic to your business? Great idea! But before you get too crazy, please stop to consider why the consumer should care. Ask yourself, if I were the consumer, “Why do I need Hep Five?”

Now, you may be able to get away with telling me your widget is iPad 2.0, available six months before anyone else has one, and it’s 33% off. But somehow, we’re never really that lucky are we? We almost always have to demonstrate to potential buyers why we think they should care about what it is we’re selling. And to the degree that you can get them to care, you’re going to be successful in getting them to buy.

This is the old features vs benefits discussion. But the age of the argument isn’t as relevant as benefits it helps you to uncover. Entrepreneur.com published an article 10 years ago on this topic and it’s as relevant today as it was then. The article, titled Marketing Features Vs. Benefits: Learn the difference, and then see the difference in your bottom line does a very good job of helping the reader to understand the nebulous differences between features and benefits — or more precisely features and RESULTS. It’s the results we care about as consumers. We care about how your product is going to improve our lives: make something easier, faster, better, or just cool.

Consumer buy products for RESULTS, not because the seller thinks we should. The product or service has to improve my life somehow in order for me to want to trade it for cash.  So as you’re putting together that advertising offer, be sure to ask yourself why the customer should care about the offer — even if it is a remarkable 50% off sale. You still have to demonstrate RESULTS and VALUE to the customer before they will do business with your company.

So before you throw your profit margin out the window and spend a lot of money on advertising, take a moment to consider why your customer needs “Hep Five” and how their lives will be improved because they have it. Armed with that understanding, you may find you don’t need as much advertising or as steep a sale price to entice customers to your door. And after all, that’s what it’s all about isn’t it?


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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