I'm sure you are familiar with the Staples marketing campaign called "That was easy." It began in 2003 and featured a big red button. A writer for
Business 2.0 called it "one of the most successful mass-marketing campaigns in recent memory." It was so successful, the Easy button became a real product and sold a million units in under a year. And the stores cleaned up.
At Adams Jette, we have long advocated the use of benefit-driven marketing. Since about the dawn of time, we have been saying you need to tell people what's in it for them. You can't spend all your time talking about you and what you do and expect people to figure out the benefits. Not that they can't. They just don't have the time.
And therein lies my point. They just don't have the time.
This is a crazy time in the history of humankind. We are simply overwhelmed with, well, stuff. From our jobs to our kids to our volunteer commitments to our... You get the idea. It's BIG DATA. And, for a lot of people, that means BIG TROUBLE. Time is our most precious commodity, they say, yet at times, we have little left to use.
So, what does that mean to your marketing? It means opportunity!
Whatever the benefits of your offer, if "making your life easeir" is among them, make sure people know it. They will likely thank you for it.
And they will likely buy--or buy into--whatever it is you are selling.
