If you’ve ever seen the award-winning US sitcom Seinfeld, you’ll know that before each episode begins, Jerry Seinfeld delivers a short 30-second skit.
In one of these routines, Jerry talks about medication, observing that over-the-counter remedies can brand themselves very differently.
For instance, if you’ve got a cough, you can choose to buy medicine that’s either fast-acting or long-lasting. And this prompts the bizarre but rather amusing question - when do you want to feel better, now or later?
Both options promise a cure, so consumers have to make a choice... illustrating that brand positioning is vital. The way a business communicates its USPs will play a huge role in whether it’s successful or not. Do you know yours?
Everything hinges on top-notch detective work
Nothing is guaranteed in business. As such, successful companies look into every aspect of their product, service and market to try and remove as much guesswork as probably.
No matter what you sell, you have a target audience that has specific wants and needs that make sense to them. Furthermore, your ideal customer also speaks and thinks about what's important to them in a certain way.
Hard research and analysis will reveal what makes your audience tick and help build up an accurate customer persona. Following that, it's far easier to create engaging, compelling copy by effectively spitting familiar language back at your target consumers.
Consumers will refer to their desires and pain points by using particular words. Simply use those phrases in your marketing collateral to cut through the noise with super-incisive messaging.
Rather than making assumptions about your USPs and using any old words to communicate them, an approach based on fact will make conversions much easier.
Moreover, it’ll help you create a powerful brand. And that's a target well worth chasing, just consider the painkiller market.
A packet of painkillers from a well-known brand can cost 10 times as much as those produced by a more unfamiliar company, yet they will almost certainly contain the same active ingredients and will achieve the same result.
It's crazy. You’d think the price difference would put consumers off but, in fact, it has the opposite effect - people often pay more for brands they trust.
Now, this kind of thing doesn't happen by chance. Along with the science of making the tablets, pharmaceutical companies consider and address plenty of other details too, such as:
- The colour and shape of the tablets
- The words on the packaging
- The demographic the medicine is aimed at
- Which marketing tactics to employ
Basically, leading pharmaceutical companies will do extensive market research and will attempt to leave nothing to chance. And it’s precisely this level of detail that allows them to position their product however they want with unflinching confidence.
Plus, you know what else? The results of their efforts are even more impressive. With painkillers, extensive research studies have shown that people often report experiencing less pain after taking branded medicine event even though that's probably not the case."
It's all because of the placebo effect and, if you stop and think about it, that’s pretty incredible. It's amazing that some brands can even have a physical effect on customers.
That’s real power.
So, the next time you find yourself wondering why your messaging isn't hitting home, think about your USPs. How much homework have you done? You'd be surprised at how some detective work will make communicating the value of what you sell a lot easier.