Site moved to www.nonbillablehour.com/2005/08/marketing_101_t.html

« Comments in Ads? | Main | Idea x Execution = Value »

August 22, 2005

Marketing 101 - There are Five Benefits, Pick One

I’ve been meaning to link to a post by Skip Lineberg titled The Five Benefits.  In it, Skip recalls an important lesson he learned from a PR consultant:

… it does not matter what the product is or what industry one inhabits, you have to present your case so that you tell your audience within the first ten seconds of your message which one of the five possible benefits you are offering.  There are five, period. F-I-V-E.

Are you ready for them?  Here goes:

1. Make me wealthy
2. Improve my appearance
3. Help me to be more well-liked by my family or friends
4. Make me live longer
5. Get me laid more often

Money, looks, popularity, health and sex. That's it.

So, what benefits do lawyers offer?

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451dc1d69e200d834262c5253ef

Listed below are links to weblogs that reference Marketing 101 - There are Five Benefits, Pick One:

» 5 Benefits - is that all you need? from Marketing Playbook
We've written a lot about the importance of benefits in your messaging vs. submitting to the techie temptation to focus your communications on "cool" features (with proof best of all). So in chosing the benefits you want to highlight, which... [Read More]

Comments

I bet there is a whole essay on how lawyers can do all of those things or none of those things....but I run a family friendly blog, so I can't be the one to write it.

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Working...
Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.

Working...

Post a comment

Comments are moderated, and will not appear until the author has approved them.