Message & Media: Increase Visibility
• Humanize benefits. Show people enjoying the end benefit of what you sell. For example, most parents want their children to get an education. So, if you market loans or insurance, show a smiling graduate in cap and gown with a benefit caption below it.
• "You can't say that." The next time your attorney or compliance officer utters these words after reading your copy, respond with, "OK, what can I say?" It may mean changing just one or two words, and may make your copy even stronger.
• Engage them with something unusual. Providing toilet tune-ups is more attention-grabbing than saying you check for mundane leaks and rusted parts. And who could have imagined a gecko would become the unforgettably engaging spokesperson for an auto insurance company with an otherwise-difficult-to-remember name?
• Focus on customer benefits, not company history. Nobody really cares that you are headquartered in Omaha, Neb., and have been in business for more than a hundred years unless you tell them why it's important. Such as, you have a hundred-year history of paying claims promptly, and customer service calls are all taken in the heart of America, not offshore.
• Create an offer with value that supports what you sell. Instead of giving away pricey tangibles such as iPods or free dinners, provide an easy-to-use online calculator that helps people figure how much insurance they need. Or provide a free checklist that assists potential customers in comparing confusing mortgage loans, apples to apples. Today's consumers value information that educates and empowers.
• Keep it simple. Intangibles such as insurance are often perceived as being difficult to understand. Confusion slows down decision making and results in avoidance. Your marketing mission is to make your product simple and understandable. For example, Progressive provides online help comparing auto policies in three easy steps.