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19 September 2006
Focus on the benefits that matter to your target audience
I have been getting a lot of flyers tucked into my mailbox that I thought I should write something about it. This particular flyer caught my attention because they were giving away a promotional gift, a t-shirt that looks really old. A negative promotional gift in this context. We could certainly do a better job but that is another story.
This was an air-con servicing company. The most prominent feature was a price list for annual service plans, and a subsequent mention that the package covers cleaning the drain tray, vacuuming the drainage pipe, cleaning the air filter, the blower & cooling coil, checking the gas pressure, checking the fan motor & bearing and checking the wiring connections. Then it went on to say “exclude gas leakage, exclude chemical wash.” What came to mind was that this was a desperate air-con company who will take my annual fee, do their obligatory 3-4 calls in the year, and then charge me a bomb when my air-con really breaks down, claiming that the repair work is excluded from the package. And who knows what are they really doing with the pipes, coils, motors and wires?
What I really will care about is fresh cold air when I need it. What I really don’t want are platoons of invisible bacteria army circulating in my room because I don’t service the air-con enough. What I want to be told is how bad really the problem is if I don’t service the air-con enough.
If the next air-con flyer promises me the benefits I’m looking for and scares me enough with the negatives if I don’t use them, you can bet your last dollar that I’m giving them a call. If I then speak to a customer care representative who genuinely shows that she cares, I’m a converted lead.
Focus on the benefits that matter to your target audience.
Ian Choo, 19 September 2006
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September 2006
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