http://www.mpdailyfix.com/the-benefit-of-the-benefit/?utm_source=rss&utm_medium=rss&utm_campaign=the-benefit-of-the-benefit Opinions. Commentary. News. Sun, 12 Feb 2012 02:23:11 +0000 http://wordpress.org/?v=2.9.1 hourly 1 http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40867 Christina Viering Fri, 17 Apr 2009 02:02:39 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40867 Good points, but it has to be a good product. Good points, but it has to be a good product.

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40866 Paul Williams Tue, 14 Apr 2009 08:13:18 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40866 Karin... You pose a hot topic for me regarding Starbucks and their shift in messaging. (i.e. shifting their core message from a premium brand to a value-based approach). I have so many opinions about this comment, I'm going to make it the topic of my post on Friday, April 17th. TUNE IN! Karin…
You pose a hot topic for me regarding Starbucks and their shift in messaging. (i.e. shifting their core message from a premium brand to a value-based approach).
I have so many opinions about this comment, I’m going to make it the topic of my post on Friday, April 17th.
TUNE IN!

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40865 Paul Williams Tue, 14 Apr 2009 08:10:42 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40865 Dan, Dusan, Eric and Justin... Thank you also for taking time to visit, read, and make comments. Dan, Dusan, Eric and Justin…
Thank you also for taking time to visit, read, and make comments.

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40864 Paul Williams Tue, 14 Apr 2009 08:08:44 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40864 Allen... (a) Teaching is worth a lot, thank you! (b) You're absolutely right, the WIFM is not necessarily meant to be the ad copy, but what your target customer is looking for. My apologies for tossing in the "ad copy" statement. This approach is meant to be a way to broadly understand your target customer - not a shortcut to crafting your next radio spot. Thanks for taking the time to leave your comment! Allen…
(a) Teaching is worth a lot, thank you!
(b) You’re absolutely right, the WIFM is not necessarily meant to be the ad copy, but what your target customer is looking for.
My apologies for tossing in the “ad copy” statement. This approach is meant to be a way to broadly understand your target customer – not a shortcut to crafting your next radio spot.
Thanks for taking the time to leave your comment!

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40863 Paul Williams Tue, 14 Apr 2009 08:03:03 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40863 Elaine... I agree that this isn't just about ads and copywriting and/or the copywriter. (In fact, starting my sentence with: "When it comes to writing taglines and advertising copy..." may have misled people... this isn't about writing copy... but finding the true need/want of your customer). I also agree that determining the benefit of the benefit shouldn't be based on a hunch, but on understanding your customers. Thanks for your 2< Elaine… I agree that this isn’t just about ads and copywriting and/or the copywriter.
(In fact, starting my sentence with: “When it comes to writing taglines and advertising copy…” may have misled people… this isn’t about writing copy… but finding the true need/want of your customer).
I also agree that determining the benefit of the benefit shouldn’t be based on a hunch, but on understanding your customers.
Thanks for your 2<

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40862 Paul Williams Tue, 14 Apr 2009 07:59:24 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40862 Jesse - I totally agree with you that the benefit of the benefit (valued end state) differs based on the target audience. Great point. Professor Graham's book sounds great, I'll have to check it out! Thanks for the conversation! Jesse – I totally agree with you that the benefit of the benefit (valued end state) differs based on the target audience. Great point.
Professor Graham’s book sounds great, I’ll have to check it out!
Thanks for the conversation!

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40861 Paul Williams Tue, 14 Apr 2009 07:57:19 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40861 Merrill, Diedre, Nick - thank you for your comments! Merrill, Diedre, Nick – thank you for your comments!

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40860 Ravi Tue, 14 Apr 2009 03:55:01 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40860 Its a step ahead of the thoughts. It can limit the horizon of the selling or i could tell plan market specific. I liked the illustrations in the artical. Its a step ahead of the thoughts.
It can limit the horizon of the selling or i could tell plan market specific.
I liked the illustrations in the artical.

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40859 karin koonings @ the essential orange Mon, 13 Apr 2009 19:38:49 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40859 Paul - A great approach tapping into the emotional connection to build a strong differentiated brand. In light of the current economic environment and consumer trends, would you or others agree that you have to alter your message (the benefit of the benefit) to stay relevant? For example, there is a lot of play from brands on "value". Even Starbucks is getting into the fray. Do you reposition your core brand or product offering or do you come out with flanker or fighter brands to do this? Starbucks is discounting it's core breakfast offering - is that saying "we empathize with the current economic struggle and it's impact on your latte consumption" or are they telling their customers they've overpaid all along? What is the benefit of the benefit here? What would you tell them? Paul – A great approach tapping into the emotional connection to build a strong differentiated brand.
In light of the current economic environment and consumer trends, would you or others agree that you have to alter your message (the benefit of the benefit) to stay relevant? For example, there is a lot of play from brands on “value”. Even Starbucks is getting into the fray. Do you reposition your core brand or product offering or do you come out with flanker or fighter brands to do this?
Starbucks is discounting it’s core breakfast offering – is that saying “we empathize with the current economic struggle and it’s impact on your latte consumption” or are they telling their customers they’ve overpaid all along? What is the benefit of the benefit here? What would you tell them?

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40858 JustinSMV Mon, 13 Apr 2009 01:50:12 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40858 Right on, I like this theory, so it's sort of like the emotional link to a benefit? The benefit of a benefit...nice! Right on, I like this theory, so it’s sort of like the emotional link to a benefit? The benefit of a benefit…nice!

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40857 Eric Brown Mon, 13 Apr 2009 01:06:22 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40857 Paul, Good Evening What a great article, Thank You I love the WIFM piece too, but just thinking wholly in terms of the Benefit of the Benefit, helps to further shape all things marketing that we do. It puts you on the receiving end Paul, Good Evening
What a great article, Thank You
I love the WIFM piece too, but just thinking wholly in terms of the Benefit of the Benefit, helps to further shape all things marketing that we do. It puts you on the receiving end

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40856 Allen Weiss Sun, 12 Apr 2009 20:58:59 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40856 Let me state from an academic perspective who teaches this stuff (for whatever that's worth) that what is being called here the benefit of the benefit might be confusing the issue of what is a benefit and what is a "tag line" or copy for advertising. For example, Feature: Open 24 hours Benefit: You can buy when you want (this is actually the benefit of "convenience") wifm (this is actually ad copy)? "When my pregnant wife craves pickles and ice cream at 4 a.m., I won't have to disappoint her" The problem is that benefits aren't supposed to be ad copy or tag lines, but rather a clarification of what consumers want. Then you take this and give it to ad people to turn it into ad copy, etc. At least, this is the way we teach students in universities..i.e., to distinguish between features, benefits, and then using those benefits to turn into positioning statements and advertising copy that brings these benefits to life. Let me state from an academic perspective who teaches this stuff (for whatever that’s worth) that what is being called here the benefit of the benefit might be confusing the issue of what is a benefit and what is a “tag line” or copy for advertising. For example,
Feature: Open 24 hours
Benefit: You can buy when you want (this is actually the benefit of “convenience”)
wifm (this is actually ad copy)? “When my pregnant wife craves pickles and ice cream at 4 a.m., I won’t have to disappoint her”
The problem is that benefits aren’t supposed to be ad copy or tag lines, but rather a clarification of what consumers want. Then you take this and give it to ad people to turn it into ad copy, etc.
At least, this is the way we teach students in universities..i.e., to distinguish between features, benefits, and then using those benefits to turn into positioning statements and advertising copy that brings these benefits to life.

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40855 Dusan Vrban Sat, 11 Apr 2009 05:38:39 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40855 Jesse, nice points. I would add as well that while benefit of the benefit is widely usable, there are cases where customers would ask you - hey, are you selling beans or rockets? My only point to this is - be careful to not become too "symbolic". If the customer has to wonder more than 2 seconds what you mean, it might not be effective. Jesse, nice points. I would add as well that while benefit of the benefit is widely usable, there are cases where customers would ask you – hey, are you selling beans or rockets?
My only point to this is – be careful to not become too “symbolic”. If the customer has to wonder more than 2 seconds what you mean, it might not be effective.

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40854 Dan Foley Fri, 10 Apr 2009 18:23:20 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40854 Paul, You have focused what many of us know and forget to do. The benefit of the benefit should be ingrained in everything we do in marketing. Thank you for this post. Paul,
You have focused what many of us know and forget to do. The benefit of the benefit should be ingrained in everything we do in marketing.
Thank you for this post.

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40853 Elaine Fogel Fri, 10 Apr 2009 16:46:15 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40853 Great points, Paul. If I may suggest... the concept of using the "benefit of the benefit" shouldn't be the responsibility of the copywriter, but should ideally be part of the overall marketing/branding plan. And, the strategy should ideally be based on market research that uncovers the overarching emotional benefits to the targeted customer. My two cents... Great points, Paul. If I may suggest… the concept of using the “benefit of the benefit” shouldn’t be the responsibility of the copywriter, but should ideally be part of the overall marketing/branding plan. And, the strategy should ideally be based on market research that uncovers the overarching emotional benefits to the targeted customer. My two cents…

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40852 Jesse Kanclerz Fri, 10 Apr 2009 16:26:23 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40852 Paul, Perhaps you know, but there's an actual term for what you've described here. It's called means end theory, and a means end chain has to move from features -> benefits -> valued end state for a person to buy. The tough part, is that people have varied end states. One person may want the blender to make the best margaritas that get the neighbors jealous, whereas I may want to make a smoothie because I'm concerned about living a healthy lifestyle. Meaning marketers must figure out which of those end states are most prevalent within the market. Sure you could go by intuition, or you could introduce a process like laddering interviews to hedge against the risk that your gut is wrong. If anyone's starting out with this, I recommend the case study book, "Critical Thinking In Consumer Behavior: Cases and Experiential Exercises" by Judy Graham. She was my professor way back in my university days, and her book is packed with the fundamentals you're talking about here. Paul,
Perhaps you know, but there’s an actual term for what you’ve described here. It’s called means end theory, and a means end chain has to move from features -> benefits -> valued end state for a person to buy.
The tough part, is that people have varied end states. One person may want the blender to make the best margaritas that get the neighbors jealous, whereas I may want to make a smoothie because I’m concerned about living a healthy lifestyle.
Meaning marketers must figure out which of those end states are most prevalent within the market. Sure you could go by intuition, or you could introduce a process like laddering interviews to hedge against the risk that your gut is wrong.
If anyone’s starting out with this, I recommend the case study book, “Critical Thinking In Consumer Behavior: Cases and Experiential Exercises”
by Judy Graham. She was my professor way back in my university days, and her book is packed with the fundamentals you’re talking about here.

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40851 Nick Stamoulis Fri, 10 Apr 2009 15:14:12 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40851 When it comes to writing copy for ads i think you have to try out many different approaches before you find one that works. When it comes to writing copy for ads i think you have to try out many different approaches before you find one that works.

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40850 Deirdre Reid Fri, 10 Apr 2009 15:09:25 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40850 This should be required reading for anyone writing marketing copy. Such a smart and strangely simple approach! This should be required reading for anyone writing marketing copy. Such a smart and strangely simple approach!

]]> http://www.mpdailyfix.com/the-benefit-of-the-benefit/comment-page-1/#comment-40849 Merrill Clark Fri, 10 Apr 2009 14:49:44 +0000 http://www.mpdailyfix.com/the-benefit-of-the-benefit/#comment-40849 Paul, Kinda like "sell the sizzle - not the steak". It's so easy to overlook the benefit's benefit, as copywriters we need to pay more attention to figuring out what it really is in everything we write. Thanks! Merrill Clark Direct Response Copywriter www.crestviewmarketing.com Paul,
Kinda like “sell the sizzle – not the steak”.
It’s so easy to overlook the benefit’s benefit, as copywriters we need to pay more attention to figuring out what it really is in everything we write.
Thanks!
Merrill Clark
Direct Response Copywriter
http://www.crestviewmarketing.com

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