Adding Content
In marketing terms this is about "Writing Copy". The trick is to put yourself into the mind of the people who are likely to buy your products.
Think about each group of people for each product, this is the process of defining your "Target Markets" (We will revisit this important concept). For the minute don't worry if they might be the same group for more than one product, keep them seperate, and we can quantify this later.
Features and Benefits
This concept will be familiar to many of you, it is included for the sake of completeness.
Features are what your products do
Benefits are why your customers buy them
(Benefits are also how you differentiate your products from those of your competitors and this effects the price).
A worked example
Take the In Car Entertainment Market
Imagine, if you will, a British high quality manufacturer who has an entry level product, a high quality product and a top of the range product.
Let us say that the prices are £1000, £3000 and how much would you like to spend?
Imagine the cars each group of buyers might drive, let us say Hot Hatch (Subaru Imprezza), Lexus and Ferrari.
Each product will have certain features; dimentions, output in Watts, power useage, impedance, functionality, look, etc.
Are these Benefits?
Let us consider the tarket markets:-
Hot Hatch
This is about how it looks, an element of quality, and perhaps most importantly, how loud it is. So in this case the Output in Watts is a benefit.
So what are the differentiators? How does your customer know that he has a better product than the man next door, how does that make him feel quietly superiour and help him define his status in the natural pecking order of life? This is what you need to be telling him, as the more he believes this the more he will pay. (See Gucci Case Study)
Lexus
This is the refined driver, he has a budget, and may have a high annual mileage. He will differentiate on sound quality, the definition of each instrument (Seperation), the clarity, and the relaxation he gets when he shuts the door on that stressful world outside and drives down the motorway to his cottage in the country.
So here the differentiators are about Quality, and perhaps even the type of music, special CD's etc.
Ferrari
Have you noticed how Ferrari drivers, wear Ferrari badges and leave the yellow prancing horse key ring on the bar. They want you to know they can afford a Ferrari, its the same with the HiFi, they will want you to know that they have a £25k system in the car but that they only paid £15k for it.
So the differentiator here is value for money in the "But it cost someone else a fortune" market.
In summary
Every time a customers walks into a show room and walks out with a Japanese product because it is cheaper, he does this because the British manufactuer, or his distributor, has not shown him how his quality of life, and how his peers perceive him, would be improved by paying the extra for the British product.
This is "The Power of Branding"
So now we have explored benefits and how these can be differentiators in different target markets, also how this can effect the price.
Tone of Voice & Look and Feel
This is far more subjective, however in terms of defining a goal, in the Agency we we would put all pieces of copy and artwork to the HIHI test.
That is, ask yourself if each page meets the following criteria:-
Is it:-
HUMAN or they won't relate to it
INTERESTING or they won't read it
HONEST or they won't believe it
INFORMATIVE or they won't take a buying decision
This standard is not always achievable but our best work ticked all 4 boxes, and the targets markets responded accordingly.
In fact most Ads have a shelf life, as you re-run them the response rate drops. The Ads that had the longest shelf life met these 4 criteria the best.
Shelf life is important for a web site.
Next Step
Adding Links.
Return to the UserGuide www.careabout.co.uk/userguide/index.evpx and learn how to add link to another web site.
Then
GOTO "Adding Links" Tab