Marketing That One Big Benefit

Once a Day Marketing™ featured video blog: Doug Hall’s Concept of Overt Benefit

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are looking at the importance of identifying your brand’s key benefit.

To drive sales, it’s critical for your customers to have a clear understanding of the greatest benefit of your product or service. I refer to that as your one big benefit.

Your product has numerous benefits but so do the offerings of your competition. When you promote all the possible benefits of a product you create market confusion in the minds of your customers as they compare your product with your competitors.

The secret to cutting through the advertising clutter is to market your one big benefit and ensure your customers clearly understand what makes your brand unique and different from the competition. Consistently emphasizing this key benefit will enable your customers to clearly understand what your brand is all about when making a purchase decision.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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Filed in: 7Ps of Marketing • Day of the Week • Positioning (Bonus) • Strategic Tuesday