When it comes to designing poster printing and other marketing materials, highlighting benefits always generate more interest and bring in more customers than highlighting features. If you are a business owner creating your own marketing materials, you might have a hard time of creating purely benefit-oriented marketing materials.
The difference between a feature and a benefit
A lot of people, who do their own marketing materials instead of using an agency make this common mistake, so do not feel bad if you have made this mistake in the past. Some copywriters can even get features and benefits confused. The difference between them is that features talk about facts (remember the two Fs to help you differentiate) and benefits relate more to customer experiences, specifically good customer experiences.
For example, if you have a chiropractic office, your features might include the following:
Over 15 years of experience
Excellent customer service
Translating features into benefits
Now, let us translate these features into benefits. First of all, you need to put yourself in the mind of your ideal customer. Figure out why these features matter to the customer. How do these features make customers lives better? What emotions do these features make them feel? Taking all of these questions in mind, we can translate the features above into the benefits below:
You can trust me with your back and health
You would not have to wait for your appointment and your questions will be answered
You will get the utmost care because our technology catches conditions older technology cannot do.
Now compare these two lists. What makes the benefits sound so much better than the features? Mainly it is because features do not appeal to emotions and other chiropractors can make the same claims as your features. Your features do not differentiate you from your competitors.
The benefits list sounds a lot better because they do appeal to emotions and customers well-being. People make purchasing decisions based more on emotion than logic, so appealing to emotions is more effective in getting customers to choose you over your competition. Also, people like to think that everything is about them. The benefits concentrate the marketing message on the customers, right where they like the attention to be.
When you are creating your marketing materials, be sure to only focus on a few benefits at a time. If you throw out six or seven benefits for the customer to consider, the customer will get confused and overwhelmed by all the information. Do not give the consumer more than he needs to know. A short and simple message that communicates just a few benefits is much clearer than a long message that is packed with so many benefits the consumer forgets what he was reading about!
The story of The Tuscan Organisation began with the incorporation of the very first company, Tuscan Marketing Ltd, in May 1993, and since that time the organisation has experienced incredible growth. Today the organisation comprises of more than 70 marketing companies across the UK, Ireland, Continental Europe and Australasia representing some of the biggest brands in the world.
Year on year the list of clients that we are working with continues to grow at an impressive pace, allowing us to diversify into many new and exciting areas of the global market. Traditionally our focus has been on the telecommunication, financial service, utility, charity and insurance sectors but of course we are constantly researching new products and markets to continue our expansion.
Direct Marketing is now widely acknowledged as the most effective method of acquiring new customers and increasing brand awareness. This has forced many large companies to re-evaluate their traditional marketing strategies and outsource their direct marketing requirements to specialist companies, like Tuscan Marketing.
One of our key objectives has always been to deliver a high standard of customer service to the end consumer and an excellent cost effective marketing campaign for the client. In fact, last year alone we acquired almost 1,000,000 new customers for our clients worldwide. The financial value of these customers to our clients is staggering, adding hundreds of millions of pounds to their annual revenues.
Our long-term success is based upon providing the ambitious individuals in our organisation with opportunities to develop their skills, gain experience and ultimately progress to senior positions of responsibility. This can only be accomplished by continuing to deliver ongoing training and support for our people, which will allow them in turn to achieve their own successes and assist in our continuing expansion plans.
A commonplace advertisement from insurance companies is ‘no medical tests required to purchase an insurance policy’. People are attracted to the convenience of no-test policy compared to the one that requires all medical tests. But is it really right to purchase a policy without knowing your health condition?
Every individual going to buy an insurance policy whether health or life insurance needs to undergo medical tests as prescribed and should be aware of his health condition. This article discusses the importance and reasons for getting an insurance policy after taking medical tests appropriately.
Premiums are based on health condition
The premiums of an insurance policy (health or life) are charged based on the individual’s health condition. You need to make a declaration about your health condition in policy application form and the insurer fixes a premium rate on the basis of your discloser.
For understanding this clearly, lets take an example of two persons. Of them, one has high sugar levels and the other person has normal sugar levels. If both take insurance policy from a company that does not require medical tests then both will be charged same premium. But in reality, the premiums for normal persons should be less than the premiums of others with health issues.
The policies that require no-medical tests are:
Low value policies: Policies that do not consider health tests offer cover not more than Rs 5 lakh. So, if you are looking for a higher cover, that serves your life/health insurance needs, then you should take pure protection policy that requires you to undergo medical tests.
Prone to rejection easily: In most cases, the person who is taking insurance without a medical test may not be aware of his/her health condition. S/He may suffer from an illness and may not know about it till a medical test is conducted. In such a case, an insurer can reject the claim as these policies contain suppressed facts of your health condition with no proper underwriting. So, these kind of unintentional mistakes may simply deprive insurance cover even for those paying huge premiums.
Cover may be inadequate: If you get policies that require no medical tests, then you will also get the policy that has no appropriate insurance cover. It is like getting insured, but having no adequate insurance protection.
It is the actual responsibility of insurance company to determine the health condition of an insurance buyer. An insurance company simply cannot deny the claim as it is its responsibility to subject the policyholder to medical tests and then fix the premium.
Thus, a detailed medical examination that requires blood and urinalysis related tests, blood sugar, ECG, blood count, blood pressure, blood serum tests etc. will benefit you manifold. It provides your health condition report which tells you how fit you are. If you are suffering from any illness, get it cured before it ruins your health. Get complete medical record of your health before buying insurance policy.