Comments on: How To Succeed With Direct Marketing http://www.smallbusinessbranding.com/503/how-to-succeed-with-direct-marketing/ Small Business Branding and Marketing Advice and Commentary Sat, 13 Mar 2010 17:22:20 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Nick Rice http://www.smallbusinessbranding.com/503/how-to-succeed-with-direct-marketing/comment-page-1/#comment-4011 Nick Rice Thu, 10 Aug 2006 12:22:12 +0000 http://www.smallbusinessbranding.com/503/how-to-succeed-with-direct-marketing/#comment-4011 Robert, thanks for the comment. You're right people are looking to buy products and services that solve their problems - some of the problems they may not even realize they had until they are exposed to a new product. Unfortunately a lot of marketing managers take the easy, and less effective, path of talking about features instead of benefits. I can't tell you how many times I've heard benefits like "small form factor" or "X% faster than previous model" - which is twice as bad in my opinion because they're talking about an old product from their own company and not the competition much less audience benefit. Thanks again. I look forward to reading more of your posts as well. Robert, thanks for the comment. You’re right people are looking to buy products and services that solve their problems – some of the problems they may not even realize they had until they are exposed to a new product. Unfortunately a lot of marketing managers take the easy, and less effective, path of talking about features instead of benefits. I can’t tell you how many times I’ve heard benefits like “small form factor” or “X% faster than previous model” – which is twice as bad in my opinion because they’re talking about an old product from their own company and not the competition much less audience benefit.

Thanks again. I look forward to reading more of your posts as well.

]]> By: Robert Kingston http://www.smallbusinessbranding.com/503/how-to-succeed-with-direct-marketing/comment-page-1/#comment-3994 Robert Kingston Thu, 10 Aug 2006 02:22:12 +0000 http://www.smallbusinessbranding.com/503/how-to-succeed-with-direct-marketing/#comment-3994 Hey, great article Nick... I think your point about never competeing on Price is a very substantial point. In fact lowering your price can make your brand seem CHEAP! I mean who'd prefer home brand Champagne? I totally agree that you have to position your brand by its benefits and it's my belief that at the very core, people are really just looking for products with benefits that solve their problems. I look forward to more of these posts... Robert. Hey, great article Nick…

I think your point about never competeing on Price is a very substantial point. In fact lowering your price can make your brand seem CHEAP! I mean who’d prefer home brand Champagne?

I totally agree that you have to position your brand by its benefits and it’s my belief that at the very core, people are really just looking for products with benefits that solve their problems.

I look forward to more of these posts…

Robert.

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