Views from the Hills by R. E. Stevens, GENESIS II (The Second Beginning) E-Mail views@aol.com

It is not What it is that counts, it is Why it is

Ben Franklin gave us a lot in his lifetime.  But for we in marketing, one of his statements carries a profound element of truth.  Ben Franklin said, "If you would persuade, you must appeal to interest rather than intellect."  Think of what that statement says to our profession.  It is not what it is but why it is that is important.  Or as one of my professors would try to beat into our thick skulls, "People don't buy quarter-inch drill bits, they buy promises of quarter-inch holes."  How many times do we insist on telling the consumer what our product is, rather than why they should purchase it rather than any of its competitors.

The next time you're creating a concept, check to see if you are telling the consumer what the product is, rather than telling them the product's "Reason for Being."

The next time you are creating copy for a product's container, ask yourself if a shopper will see the container and know why they should purchase your brand rather than a competitor's.

The next time you are creating some promotional materials for your brand (coupons, displays, FSI or whatever), ask yourself if the person reading it will understand why they should purchase your brand rather than a competitor's.

Don't leave it up to the consumer to make the transition from what it is to why it is.  Statements like, contains lanolin, bleach, daily use formula, sodium fluoride, original, restaurant style, aroma roasted, etc., may or may not mean anything of importance to the consumer.  would it not be better to tell the consumer how they would be better off by using the product?  There are some "What it is" statements that have an almost universal meaning such as, fat free, all natural, sugar free, no sugar added, no preservatives, cholesterol free, etc. But should they not be evaluated to determine if in the context of the product category, they have the meaning we intend them to have?

An example of how we may send the wrong message happened last week.  I was shopping for ice cream.  Another person was also looking for ice cream.  She was attracted to a brand that featured "No Sugar Added."  She looked at the carton and said to me, "Look at this, they say no sugar, but when I look at the ingredients, it says 4 grams of sugar per serving."  She felt the manufacturer was attempting to deceive her.  I suggested that the sugar may be from the natural ingredients and not something the manufacturer added.  I don't think she liked my response.  She did not make the purchase.

Joseph Pine, author and co-founder of Strategic Horizons, says he believes that businesses are or should be in the business of selling "experiences."  According to Mr. Pine, goods and services are no longer enough.  Providing experiences is the natural next step in the quest to give consumers what they want.  According to Joe, experiences exist in four realms:  entertainment, educational, escapist and aesthetic.  And each realm brings with it different levels of involvement and interaction.  He contends that there are few companies that successfully live in all four.  According to Pine, a common misconception is that all the monetary value lies in the service one provides.

Mr. Pine offers an interesting and challenging perspective.  I know chefs that say you are not charged for the food, you are charged for the experience of the meal.  Three of the four realms certainly fit the concept of a good meal.  I guess the meal can also be educational, thereby covering all four realms.  Could a laundry detergent or a roll of paper towels include all four realms?  It just might be worth exploring.


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