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It’s About the Benefits Silly! Putting Life Application into your Outreach Marketing
By chris | October 22, 2007
In your communications with your target audience, spend more time in developing your message. Take the time to understand your target audience enough that you can speak to them in the language of life application benefits. Facts and figures don’t excite, interest, or motivate people. But benefits do!
For example, Oklahoma City’s Third Degree Advertising showed they understand this mindset, when instead of telling people how Oklahoma is ranked high in the nation for incidence of syphilis; they targeted the people at risk showing them how syphilis can cause them to go blind.
Instead of telling people that blood donations are needed, they introduced the people they wanted to reach to a person whose life was saved by blood donation .
Instead of telling people about the poor air quality in the city; they got them thinking of air quality as their “square of clean air” .
Resist the urge to bore people with stats and pie charts, it’s about the the benefits silly!
Topics: Nonprofit Marketing |