What piques your interest? Bullet points listing product features or an idea that solves a problem that matters to you?
A list of mundane, bulleted features doesn’t have a lot of emotional appeal to which consumers or clients can connect.
- Are dry facts.
- Talk about you, not them.
- List features or services.
- Have their place in the business world.
- Don’t make for effective marketing prose.
Don’t fail to establish a connection in your next marketing campaign! Consumers care about themselves and their issues. If you can help them do that, you’ve got a chance of showing up on their radar screen.
To catch the attention of consumers, talk from their perspective, tell a memorable story, or give them a way to resolve a problem that matters to them.
Consider this example of a commercial from the Super Bowl: A young boy in a Darth Vader costume tries in vain to use “the Force” on the dog and a doll. It’s not until his dad gets home from work that he has success—on the car, which dad starts remotely from inside the house.
Or the alternative:
- Remote Starting Capability
Which one will you remember tomorrow?