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KEEP IT SIMPLE
You’ve looked at the difference between features and benefits.
• You’ve identified “what’s in it” for your customers”
You’ve added ways to create memorable experiences with key factors that people value.
• Does it seem like a lot to keep track of?
Now put yourself in your customers’ shoes!
MAKE A BIG PROMISE
Creating a “big promise” is important because it provides a shortcut for buyers to remember what benefits and solutions you provide.
In this lesson, you’ll decide on a short tag line that incorporates the benefits potential customers will receive if they buy your products or services.
• You’ll put together these concepts of benefits, solutions and valuable experiences to create an easily recognizable “big promise” with your branding.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll build on previous lessons about benefits and solutions that:
- Include the benefits customers want
- Identify “what’s in it” for your potential buyers
- List techniques for providing memorable experiences that customers value
- And create a “big promise” around how your products and services help potential customers solve their problems.
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide that gives you “hands-on” training customized to your own business.
TIME TO PUT IT TOGETHER
You’ve completed all the pieces to create a “big promise” statement that answer the question:
- “What’s in it for me?”
Now it’s time to put it all together.
Let’s look at some real-life examples of this concept:
The first company is GEICO Insurance who makes the “big promise”:
- “15 minutes or less can save you 15% or more on car insurance”
In this example, you know exactly what they offer and it drives curiosity to find out more.
The next example is Google’s “big promise” statement:
- “Provide access to the world’s information in one click.”
Google has been so successful with their phrase that they almost don’t even need to say it anymore.
- We’ve even invented a shortcut on Google’s statement.
The term “Googling” represents in the minds of customers exactly what their “big promise” statement took 9 words to say.
EXAMPLE: CARL’S STEAK HOUSE
Here is an example from Carl’s Steak House:
- “Our food is the best, but the memories we help you create are even better.”
This “big promise” statement taps into the experience and value position that tells customers they’ll get more than just great food.
EXAMPLE: BIG BRAND SYSTEMS
Here’s an example from Pamela Wilson of Big Brand Systems:
- “Your business may be small, but your brand can be big!”
This statement tells you that her audience is small business and makes you curious to find out more about what she does.
POSITION AND TEASE
Think of it this way:
Your “big promise” is a positioning statement that concisely tells potential customers what you are giving them in terms of:
- Product or service
- And customer experience
That being said, you want to leave enough unsaid so the potential customer will want to know more.
TELL ME MORE…
This is because the goal of a “big promise” statement is to get your potential customers to say “tell me more…”
- Your statement should attract attention and increase curiosity
If the reaction is “who cares” it’s time to go back to the drawing board.
Let’s try an example using a template approach to get you started:
- First begin with who you are trying to reach
- Then add the market background
- Add the valuable benefit that is delivered
- And finish with reasons to believe the promise.
EXAMPLE: LARRY’S LAWN CARE
Let’s give “Larry’s Lawn Care” service a try using this template:
- They are reaching…people who want good looking lawns and also love their pets.
- The market context is…residential lawn care.
- The benefit is…your lawn will be the envy of the neighborhood.
- The reason to believe…is a long list of satisfied customers.
Larry’s “big promise” statement is
- “Experience beautiful lawns that make both humans and pets jump for joy. Just ask our satisfied customers.”
WHEN YOU…YOU WILL…
Let’s try another template approach by filling in the blanks with the following statements:
- When you …
- You will…
MAKE THEM SMILE
Larry’s “big promise” could be shortened to:
- “When you hire Larry’s Lawn Care, you will get a lawn that makes both humans and pets smile.”
This approach is short, sweet and makes you want to find out more.
TIME TO MAKE IT REAL!
Go back to your Practice Guides and prepare a few “big promise” statements using the concepts covered in this weeks’ lessons.
- Come up with three statements to test and see which best gets your message across.
TEST AND VERIFY
Remember that your “big promise” statement may evolve as you get a better understanding of what solutions customers are looking for.
- Good communication involves both the sender and the receiver of the message.
Test and verify that your “big promise” is being heard the way you intended.
Thanks for sticking with it!
This week you built a solid foundation for your marketing communication by differentiating the benefits you offer from the features of your product or service.
Over the last few weeks you’ve identified:
• What you have to offer
• Who you want to talk with
• How you want to present this information
• And what you want to say
Next week we will sum up our branding lessons by creating a basic Business Identity package to fuel business growth.