From the course: Create Your Brand Message Strategy
Join today to access over 22,600 courses taught by industry experts or purchase this course individually.
Help customers see what's in it for them
From the course: Create Your Brand Message Strategy
Help customers see what's in it for them
- You may have heard in marketing to imagine that everyone has a sign on their forehead that says what's in it for me. I don't think it's quite as bad as that, but I also don't think customers who are wrong to wonder what's in it for them. If they're thinking what's in it for me, you don't want the majority of their experience on your website to be them reading about your company. It needs to first be about them. I referred to this in brand messaging as creating the craving. You may be aware that in marketing, selling benefits is more important than selling features. A feature is the cup holder in the car. The benefit is cruising down a coastal highway while sipping a passion fruit drink while watching the sunset and having a convenient place to put your drink. Creating the craving has two parts. The first part is to point out the benefits to them of what you offer and get them dreaming about what's possible, but…
Practice while you learn with exercise files
Download the files the instructor uses to teach the course. Follow along and learn by watching, listening and practicing.
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.