Value Focus: Which aspect(s) of your product should your marketing emphasize?

Tweet As a MarketingExperiments blog reader, I can already assume a few things about you. You’re an evidence-based marketer. You are an effective communicator. You have an exceptional understanding of marketing. You are skilled at analyzing campaign effectiveness. And you have experience in a wide range of marketing disciplines. But if you were pitching yourself at a job fair, and could emphasize only one of these elements about yourself, which would it be? Savvy marketer that you are, I’m guessing you would first size up the company you’re applying to — ask questions of the recruiter, take a look at the booth and read some of the literature — before deciding what value to highlight when presenting yourself. The way you approach marketing your products and services should be no different.   Don’t bury the lead Almost every product or service has several ways it benefits customers. Your challenge is to determine the value focus — which element of value will you lead with in your marketing. You may highlight more than one element of value as secondary benefits on your website, in your print ads and in your email marketing. However, there likely is a place within your marketing where you have to choose what the primary value focus should be — the headline of your print ad, the hero space on your homepage or, perhaps, the entirety of an email. Let me give you an example from my own customer journey.   Connect with customer motivation Photo: Kārlis Dambrāns I recently purchased…
Source: Marketing Experiments
Read the Original Article: Value Focus: Which aspect(s) of your product should your marketing emphasize?