Saturday, January 06, 2007


Do you waste your time and advertising budget trying to sell your customers on a “product”? What are you really selling?

Recently, I had the opportunity to present an advertising concept to an insurance company. They spent a lot of time telling me about their “products”. I had to explain to them that they’re not selling a product

Take a look at the print or broadcast ads for fragrances. Is Chanel Number 5 selling a product? The product is what comes in the bottle. What they are selling is a promise – the promise that you will be attractive and alluring if you use what’s in the bottle.

Many advertisers make the mistake that if they tell customers how great their “products” are they will buy them. But that is the quickest way to waste your advertising dollars. You must first determine what it is the customer wants to accomplish, and find the benefit where your “product” will help the customer achieve that need.

--Thanks for reading.

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