Direct Selling: Hero Worship
Where does your hero fit? Are you showing it so customers understand how unique and special it is? If you sell a service, how can you visually explain the solution you provide with attention-grabbing words and pictures? The copy that sells these products is equally important. Do you understand the true value of the product, and can you quickly articulate the emotional benefit?
Separate your hero from the sea of competitors. Who are you competing with? What do you offer that they do not? How do you address differentiation or lack thereof? With so many products and messages competing for people's attention, your hero must prove its worth and show true, sustainable value. This is where product development teams must work with marketing and creative to craft products and messages worthy of hero status. If your hero is too similar to other products on the market, it will flounder in obscurity. But with a well-planned, tightly coordinated product and marketing strategy, you can thrust your heroes into the spotlight they deserve.
In the Spotlight
Progressive Insurance has made a name for itself in the car insurance game. Its commercials emphasize affordable, competitive rates for car insurance. What the general consumer may not realize is that Progressive offers other types of insurance, including home, renters, boat, RV, even life insurance. But for Progressive, auto insurance is the clear hero.
It stands front and center in TV advertising efforts and on the Web site. In fact, a quick check of Progressive.com reveals the company's commitment to the auto insurance story. The homepage allows you to get a quick, instant quote. For the type of insurance, the word "auto" occupies the auto-fill form. It even has a brief survey to glean why people are visiting the site. First in the list of options for that question is "get a car insurance quote." This is no coincidence. While a full range of services is available, from other insurance plans to support information, the hero stands above them all. Best of all, once a prospect becomes a customer, the upsell opportunity to other products becomes much easier.