BLACK ENTERPRISE | ARTICLE
A Very Important Element To Marketing That Too Many Entrepreneurs Overlook Is Finding Your Emotional Benefit.
We tend to focus all our energies on our business features — from pricing to product claims to timetables. But it’s not the facts that set you apart. The rational elements of your business do little to differentiate you from your competition. They also don’t help you form a relationship with your customers. It’s the emotional benefits you offer that make your company special, turning your business into a brand.
Take the laundry detergent category — something we’re all familiar with. Virtually every product on the market offers the same core benefits: cleaning, whitening, brightening and stain removing. A lot of them have the same basic ingredients. For these reasons, it’s hard to tell one product apart from another on a rational basis. They all compete with the same core features.
Think for a minute about how you choose one of those products. I’m sure you are picking out features, but it’s really the brands you are choosing. You choose one brand over another because you trust it, you’re familiar with it, you’ve relied on it for years or it’s been highly recommended by someone you trust.
These are all emotional benefits. It’s the emotional benefits that have turned those products into brands. You have relationships with brands, not with products.