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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?


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» 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]


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.

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