There’s two main ways that customers look at your product, fact based and value based. It’s well worth taking the time to research which type makes up the biggest part of your market and tailor your copy to that group.
If you sell a blue widget that’s 8.3 times faster than the brand x blue widget, the fact based person will be significantly impressed with the fact that it’s 8.3 times faster. The value based person will be inclined to buy because of the potential that the speed difference means to them and their productivity.
Fact based people are more interested in direct comparisons of features and results. The value based person will be more impressed with the possibilities of those differences.
Use the wrong strategy for your market and you’ll find yourself beating your head against a wall, getting nowhere fast.
Technorati Tags: marketing approach, Research Value, Marketing Direct, marketing, value of benefits, Productivity, Research Marketing, Brand x, value based marketing, People, fact based marketing, direct comparisons, marketing research, Speed Difference
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