excerpt of an email to my PR Guru regarding a print campaign for Doro.....
I want all our messaging to touch people EMOTIONALLY. I want them to have an emotional response that connects our brand and product features to their NEEDS. If they are afraid for themselves or their loved ones they might connect to the emergency button, if they are frustrated themselves or with their loved one about being unable to use the phone they get it etc etc... why do they want to use the phone... their underlying NEEDS are for LOVE and CONNECTION.
What are the needs of this readership? Think about are they more seniors or do they have parents as seniors... demographically who are we talking to mostly. In that group or groups what are the key needs.
I would ask EVERY TIME that we go back to the most important attributes of the phone in order of importance they are:
- Easy to Use
- Easy to Hear
- Easy to See
- Provides security
These are features. Customers do not buy features, they buy BENEFITS that meet their NEEDS.
So we need a blurb that speaks to the BENEFITS of buying or giving this phone to someone.
Note too the the camera and cradle are solid points of difference vs competitors. Cradle for convenience, camera for capturing special moments...etc
Maybe we are also trying to do too much here.... FOCUS on 1-2 most important needs and set up an EMOTIONAL trigger. Who gives a frig about bluetooth at this stage reading this add for a free phone??? make sense? call the heart strings.... not list tech specs.
This is a process, we may or may not get it right first time and Im ok with that. Lets try and make it better EVERY time.
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