In the height of the do-it-yourself season, I heard a commercial that targeted this market well. The commercial is for Patio Town. Spokesperson Elizabeth Reis says these lines:
All of these points directly appeal to do-it-yourselfers. First, they have questions. Assuring them that your company offers the answers is important to them. Second, often do-it-yourselfers have budgetary concerns. Acknowledging that point also speaks to them. Thirdly, many do-it-yourselfers have a vision of what they want but have no idea how to achieve it. Accepting the responsibility of making their idea a reality positions the company as working with the customer.
This leads into the tag line of doing it yourself but not being on your own. Promising to help rather than sell product projects an ongoing relationship upon which the customer can rely. It answers customers’ questions of “What’s in it for me?” to do business with Patio Town rather than another business. It gives customers a reason to return to Patio Town time after time.
Instead of saying a cliché line such as “for all your do-it-yourself needs,” the commercial projects that Patio Town is the place to buy do-it-yourself supplies. The customer will get more than the product at Patio Town. The customer will get help, too.
Many commercials do not do this. These commercials use general, vague words that do not communicate “What’s in it for me?” to customers. Non-specific words do not give customers reasons to buy. They do not speak to what the customer wants.
Carefully review your commercials and ad copy. Does your copy tell your customers “What‘s in it for me“ to do business with your company? Is your copy specific? Does it give your customers a reason to buy and to return?
If not, change it so that it does.
This week's marketing trivia challenge is What copy have you experienced that answered ‘What‘s in it for me‘? E-mail me your answer.
- “You have questions; they have answers.
- You have a budget; they’ll stick to it.
- You have a vision; they’ll make it a reality.”
All of these points directly appeal to do-it-yourselfers. First, they have questions. Assuring them that your company offers the answers is important to them. Second, often do-it-yourselfers have budgetary concerns. Acknowledging that point also speaks to them. Thirdly, many do-it-yourselfers have a vision of what they want but have no idea how to achieve it. Accepting the responsibility of making their idea a reality positions the company as working with the customer.
This leads into the tag line of doing it yourself but not being on your own. Promising to help rather than sell product projects an ongoing relationship upon which the customer can rely. It answers customers’ questions of “What’s in it for me?” to do business with Patio Town rather than another business. It gives customers a reason to return to Patio Town time after time.
Instead of saying a cliché line such as “for all your do-it-yourself needs,” the commercial projects that Patio Town is the place to buy do-it-yourself supplies. The customer will get more than the product at Patio Town. The customer will get help, too.
Many commercials do not do this. These commercials use general, vague words that do not communicate “What’s in it for me?” to customers. Non-specific words do not give customers reasons to buy. They do not speak to what the customer wants.
Carefully review your commercials and ad copy. Does your copy tell your customers “What‘s in it for me“ to do business with your company? Is your copy specific? Does it give your customers a reason to buy and to return?
If not, change it so that it does.
This week's marketing trivia challenge is What copy have you experienced that answered ‘What‘s in it for me‘? E-mail me your answer.
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