Running a small business is no easy feat. With a never-ending to-do list, promotional planning often takes a backseat. Unfortunately, this lack of planning can lead to ineffective advertising, leaving business owners frustrated and tempted to cut their advertising budget. Sound familiar?
Features Tell, Benefits Sell
There's an old marketing adage: "Features tell and benefits sell." Many small business owners focus on features — price, item description, and uses — because it's easier. However, customers buy products because they provide a solution to their needs. While customers can figure out the price and physical description, they need to be convinced of how the product can make their lives easier.
The AIDA Formula
Small business owners can use the AIDA formula - Attention, Interest, Desire, and Act - to simplify marketing planning and boost results to tell the "benefits" story. Non-marketers widely use this formula and can make a significant difference.
1. Attention
Marketing aims to catch the customer's attention. Use strong emotional words, shocking facts, or startling statistics in your ads. Questions in headlines can also grab attention. Don't limit yourself to traditional advertising; consider techniques like sign spinners, balloons, and costume characters. Ask yourself:
- How do we make customers aware of our products or services?
- What media do we use to reach our customers?
- What should the message be?
2. Interest
Next, address two basic marketing questions: "What's in it for me?" and "Why should I care about the product?" Your advertising copy should provide concrete information, not outlandish claims. Keep the information relevant to the customer to maintain their interest. Using demonstrations or illustrations, explain how the problem illustrated in the Attention step affects their lives. This section should have a strong personal appeal. Consider:
- How can we gain their interest?
- What content is being used in our campaign?
- What media do we use?
3. Desire
Create or enhance the need for the product. Show how the product solves the problem highlighted in the Interest section. Use features to illustrate the solution, but focus on benefits. A "before and after" example can be very effective. Other techniques include creating an online chat environment, a tip hotline, or using social media.
4. Act
Finally, create a call to action. Encourage customers to do something regarding the product. They may shop around and compare products before making a decision. Include an incentive to act in this part of the ad.
About the author:
If your enterprise needs assistance with marketing planning, feel free to contact Richard Proffer with University of Illinois' Extension Community and Economic Development team via email at rproffer@illinois.edu or by calling his office at (309) 543-3308. Richard is a community and economic development educator. He serves the Fulton, Mason, Peoria, and Tazewell counties and especially enjoys working with rural communities. He leads communities in strategic planning, redevelopment of downtowns, and economic development, and offers classes in entrepreneurism.