Chapter 4: Touch it with the Match

Flashpoints

1. Does your current marketing give people an experience with your product or service? Are you trying to make people laugh by telling them you’re funny or by telling them a joke?
2. Where do people naturally use your product or service? How can you enable them to try it under those same circumstances?
3. Can you test the power of experience to enhance memory? Give one group of prospects an experience and expose another to your advertising before testing them both on their ability to recall salient facts. Which group remembers better?
4. Does your advertising match the consumer’s actual experience with your product? Or does your advertising foster disappointment by over promising? Make sure a consumer’s experience with your product exceeds the expectations created by its advertising. That’s a formula for satisfied customers.
5. What do customers love about your product? Are the real benefits the same as the ones you advertise, or have your customers identified a hidden benefit that would actually help you sell more? Find out what your customers love about your product or service and feature it in your advertising.