From the course: B2B Marketing Foundations: Positioning
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Getting beyond generic benefits
From the course: B2B Marketing Foundations: Positioning
Getting beyond generic benefits
- In today's crowded market, we face many competitors making all sorts of claims; claims to save you time and money, increase revenue, reduce risk, and so on. So to create powerful messages for our product or service, we have to move beyond these generic type of statements. To move from generic to specific, you need to include some combination of how much, how many, how quickly, for who, for what, and why. For example, instead of saying we save you time in your manufacturing process, we can say saves 5% of assembly time for all automated fastening operations. Or instead of simply saying increases revenue, we might say adds up to 3% price premium to products. Let's take a quick look at five generic benefit types and the different ways to make them more specific. The first is the claim to save time and money. The obvious way to make this specific is to quantify it. Another important element is for who, when, and how. Let's start with the generic statement saves time in the manufacturing…
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