The other night I met a man who goes by the moniker "The angry customer guy." His elevator pitch was a pithy benefit statement - something like, "I help businesses profit from their angry customers." Wow - that's great!
Now imagine that he walked up to me and said, "I do customer service consulting." I might fall asleep right then and there. His position and his pitch offer to solve a problem that a lot of businesses have. It also gets me curious to inquire more about what he does.
Do other customer service consultants have strategies and tactics to help with angry customers? I'm sure they do. In marketing, the first company to claim a feature or benefit generally owns it.
Everybody knows that Folgers is "Mountain Grown." Did you know that all coffee is mountain grown? It is, but Folgers was the first coffee to claim that feature. They own the position of mountain grown coffee in the minds of consumers.
Being mountain grown is a feature. Owning a benefit is even more powerful. A benefit answers the customer's question, "what's in it for me?" My computer keyboard might be ergonomically designed (a feature), but the benefit is that it helps me prevent wrist pain. I really don't care about ergonomic design, but I do care about my sore wrist.
What problem do you solve for your customers that your competitors don't yet claim? One of my web ads for my small business coaching service reads, "Does your small business marketing stink? Let's fix it!" There are lots of coaches and consultants that help small businesses with under-performing marketing. My offer is to help small business owners who are frustrated with marketing that stinks. I know a lot of small businesses that are frustrated by their poor marketing efforts, so this web ad has been pretty good for me.
Find a problem you solve that nobody else claims, own it, and you're on your way to market dominance.
J D Moore - Marketing Comet