Don't sell me a product, sell me a benefit!

You would think that goes without saying, but I see so many case of companies that use marketing programs to sell a product, without telling me why I should buy said product!

(SURPRISE QUIZ: Does your web site home page talk about how long the company has been in business, where it's located, and what it does? I don't care! Tell me why you matter to me!)

Case in point: I was at Shell getting gas and a car wash yesterday. I went in to pay and the cashier asked if I wanted to upgrade the basic wash to a deluxe wash. Somewhat impressed by the attempt at an up-sell, I played along...


Cashier: "Would you like the tri-colour deluxe wash for an extra $2?"

Me: "No thank you."

Cashier: "It's a small price to pay for a better wash." (getting there...)

Me: "Why is it better?"

Cashier: "It's a 'tri-colour' wash."

Me: "What does the 'tri-colour' do?"

Cashier: "I'm not sure. But it's three colours."


SO CLOSE!!

I passed on the upgrade.

With the signage on the counter and the (failed) attempt by the cashier, it was obviously a deliberate marketing campaign that the store and/or company was running. But the most important factor was missing - the reason for buying!

Sell the benefits! Sell the benefits! Sell the benefits!

Put up a sign, would ya!

Kudos today go to Rexall Pharmacies.

The other day I noticed that they are currently constructing a large new retail location in London, Ontario, on a fairly busy street that many commuters take to get downtown every day. One of the first things they did was construct their permanent pole sign.

If you're constructing a retail location, your sign should be the first order of business. We are all inherently curious and even nosy. All too often I notice a new building going up and wonder to myself "I wonder what that's going to be?" Construction takes several months, and if you don't have a sign up, that's several months of missed marketing opportunity.

Put the sign up. Get people talking about your business ("Did you notice there's a new ___ going up on ___ street?"). People love talking about that stuff, especially locals (who are usually the most important people for retail locations). It lets people know that your business is successful and expanding. You could even use the sign to build up anticipation for a coming event, such as a grand opening (also very important for retail locations).

This is an easy one folks - don't miss the opportunity to market your business.