Post 9/11 Marketing: Words Matter

James Dominello

Post “9/11” Marketing: Words Matter. 

Issue No. 2

Is it time for you to take the “BS” out of your communications?

In “Sales Training 101,” sales people are told to talk in terms of Customer Benefits, rather than reciting product Features and Advantages. Personally, I take an opposing point of view when it comes to developing effective Business-to-Business ads, website home pages and direct mail. Based on my years of B-to-B advertising experience, focusing on Benefit Statements is frankly, “BS.” If that sounds heretical to you, please read on.

Business-to-business ad headlines that focus on Benefit Statements (BS) won’t accomplish the primary goal, which is to Stop the Reader. Within seconds, the reader determines whether to stay -- or move on. If the reader skips past the page, the media expenditure is a waste. As an example, the slogan, “Tastes Great! ... Less Filling!” would be a pretty dull headline for a B-to-B ad, because it says what is well known to the prime target. In truth, “Tastes Great! ... Less Filling!” makes a rather dull consumer headline -- were it not for the scantily clad girls (or the clowning sports celebrities of a prior generation).

Most consumer products have little to differentiate them, so BS advertising tactics do work for them, so long as they are coupled with the drawing power of a strong visual, or the sheer force of message repetition. In truth, many large consumer brands “spend” their way to brand recognition.

What works on TV is likely to fail in business communications, where the prospect is reading while in a working mode. In B-to-B communications, unlike consumer ads, words can make a whopping difference in readership. If the main headline fails to stop the reader, all is lost. The reader flips to the next page, or clicks to another website. Therefore, it is essential that the words and graphics work together as the starting point for differentiating your brand from the competitor.

The next time you’re paging through a trade journal, focus solely on the ads. For each ad, ask yourself, “Does this headline stop the reader and start the reading process?” If not, that ad has “struck out” during its only time at bat. The best way to differentiate your product or service is to accent the Features and Advantages that set it apart -- not to stress the same BS that every competitor also claims. From years of creating ads, and tracking readership, we know that a BS creative strategy may get quick approval from management -- but “me too” claims won’t deliver the results that management ultimately demands.

This is an era of commodities. Products appear commonplace -- especially when a Google search will generate hundreds of alternative choices. This is also an era when digital design artists and Internet specialists dominate the communications business. Nonetheless, we believe that the most powerful marketing communications start with determining the right message. Contrary to the opinion that nobody reads copy, we believe that words do matter! Just consider this: They Don’t “Google” Pictures.

Our firm specializes in helping to differentiate your company from its competitors by formulating the strategic messaging that will enable you to build a unique niche for your brand. Then, we recommend the most cost-effective method for targeting your prospects.

To learn more about our method of applying our analytical WHAM process to your communications, visit www.dominello.com. Or call Jim Dominello at 574-272-4962.

Dominello & Associates, Creative/Marketing/E-Commerce Alliance

Post Office Box 833 ཉ Notre Dame, Indiana 46556-0833 ཉ T (574)-272-4962

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