craft compelling marketing messages with this simple format
DESCRIPTION
Everyone knows that to communicate a compelling marketing message we must associate the product to the benefits it provides. At a basic level, marketers use some form of the classic feature, advantage, benefit (F.A.B.). Have you ever noticed that often times the “advantage” sounds a lot like another feature and the “benefit” doesn’t really convey the value of using the product? In this Point of View, we look at a simple format for crafting key feature/benefit statements. Download the deck to read the transcript of the presentation, or watch the video at http://www.marcomproductions.com/pov_016.htmlTRANSCRIPT
Craft Compelling Marketing Messages with this Simple Format
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
Business Benefits• Make $• Save $• Save Time• Customers • Employees
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
Business Benefits• Make $• Save $• Save Time• Customers • Employees
Fear of Loss• Love• Health• Career• Money
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
My CMO Advisor
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
UVP Methodology
My CMO Advisor
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
UVP Methodology
Nail Key Customer Problem
My CMO Advisor
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
UVP Methodology
Nail Key Customer Problem
More leads; Increased Sales
My CMO Advisor
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
UVP Methodology
Nail Key Customer Problem
More leads; Increased Sales
My CMO Advisor Early Adopters
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
UVP Methodology
Nail Key Customer Problem
More leads; Increased Sales
My CMO Advisor Early Adopters
Trouble scaling; Short runway
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
UVP Methodology
Nail Key Customer Problem
More leads; Increased Sales
My CMO Advisor Early Adopters
Trouble scaling; Short runway
UVP Interviews
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
UVP Methodology
Nail Key Customer Problem
More leads; Increased Sales
My CMO Advisor Early Adopters
Trouble scaling; Short runway
UVP Interviews
Closed Deals
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
UVP Methodology
Nail Key Customer Problem
More leads; Increased Sales
My CMO Advisor Early Adopters
Trouble scaling; Short runway
UVP Interviews
Closed Deals
Craft Compelling Marketing Messages with this Simple Format