June 2017
You Talking to Me?

Jeffrey Spear - President - Studio Spear

Jeff Spear

Experience tells us the most effective marketing strategies are those that appeal to the senses. Understanding your audience and communicating in a way that evokes a positive emotional response can be extremely powerful and persuasive.


The approach described above answers that all-important question "What's in it for me?" (WIIFM). When your pitch is developed in response to a fully identified audience, anticipates their needs and tells them exactly what your product or service will do for them, the likelihood of meaningful outcomes increases significantly.

I can't tell you how many times I've asked, "What is it that makes your product/service special?" only to be told that the primary attribute is "quality." If you think about it, any producer who cannot make this simplest of claims is in real trouble.

This brings us to the next attribute of effective sales messages - avoiding statements that evoke the response "I should hope so!" When you make generic claims such as top quality, reliable service and/or on-time delivery, they can all be answered with "I should hope so!" If your goal is to improve perceptions of credibility, desirability and value and offset competitive challenges, your key messages need to do more than state the obvious.

Keep in mind that these sales statements are not tag lines. While tag lines will also resonate with customers and enhance brand impact, their job is to create visibility, memorability and cut through. When developing sales messages, and asking buyers to choose your product over all others, you have to say more than "Just do it." (Nike), "I'm lovin' it." (McDonald's) or "Open happiness." (CocaCola).

Arguably, the most important attribute associated with effective sales statements is appealing to the senses - creating positive emotional links between brand and buyer. Matter of fact statements such as "low sodium," "ready to eat" or "all natural," while important features, fail to generate any sort of meaningful or lasting response. On the other hand, statements including "Hard working. Easy drinking." (Full Throttle - energy drink), "Soup that eats like a meal." (Campbell's Chunky - soup) and "A wickedly delicious relish." (Wickles - pickle products) are all wonderful examples of just how emotionally charged brand messages can be.

Before you upgrade and launch a new marketing campaign, make sure your messages are tailored, engaging, appropriate and relevant. If you've answered the question "What's in it for me?" in a meaningful, creative and emotionally appealing manner, success is right around the corner.

To find out how Studio Spear can help you create effective brand strategies, sales messages and offset competitive challenges, click here. You can also contact Jeff Spear toll-free: 866 787 8761 or email: jeff@studiospear.com


If the time has come to overhaul, update and re-invigorate your brand image, or you'd like to change up your marketing program, please call 904 685 2135 - ask for Jeff Spear. You can also contact Jeff via email: jeff@studiospear.com.

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