Ideal Marketing Company Blog

The following is one of the points discussed at the new marketing seminar run by The Leicestershire based Ideal Marketing Company at Hothorpe Hall near Market Harborough There are far too many advertising messages in the world fighting for our attention as it is already.  Why should anybody bother to read yours?  The easy way to get your message read is if you provide a clear and simple benefit in as compelling a manner as possible.   There are 2 main benefits you can give you product.  An implied benefits or specific tangabile benefits. Some of the vague implied benefits could be:  It will save you money. It will make you cool. It will make you popular. It will make you sexy. It will make you look youngerIt will make you rich  Some more specific benefits could be:  It will save you £3.68 on a meal for 2 if you visit our restaurant this weekendIt will enable you to enter the VIP area and receive a free drink.  It will allow you to invite 3 friends to the restaurant where they will get free drinks.  There are only 4 other people in the UK who will be present, and one of them is the actor who plays James Bond.  Tests show that 96% of people who use it look 5 years younger on average.  If you read this book and apply the ideas you will be at least £10,000 better off.  Now after reading through these 2 lists you can decide for yourself which you find more believable.   Most advertising falls into neither category.  For small businesses, their name seems to be more important than anything else, so that’s what they lead on.  Then a picture of the building and a list of bullet points about what they do.  Lager companies promise a more general benefit surround by some eye catching graphics and this is certainly a step in the right direction.  The smart companies create adverts that are eye catching and deliver a specific measurable benefit that will be of interest to the customer they are targeting.  It much easier to create the first 2 types of ads – that’s why most people’s advertising falls into those categories, but you are much more likely to create a profitable advert if you opt for clearly defined and specific benefits for you reader.    

I rRead a great book on holiday called “Why men don’t listen and women can’t read maps” by Allan and Barbara Pease.  I would reccomend it to everybody who is a man and everybody who is a woman. It explains a lot about why couples argue and in fact almost every point it makes I would agreee with to a greater or lesser extent given that it deals in ‘gernaralities’ as has to be the case.

Although not intended as a marketing book it gives a great insight into the types of advertising appeals that work for ‘the average’ male and female customer.  For example an advert for a man will tend to work best if it is a clear and direct benifit driven message (the way I tend to write adverts and direct mail) but adverts for women can cover far more areas and take a more scattergun approach as women can multi-task.  Now while this idea is not new the book provides many examples of this central difference between the sexes affects the way that women and would buy. 

The book was quite contoversial when it came out as it’s message appears to go against the notion of equality, but this is not the case.  It argues that men and women should be given the same oppertunities in life – however due to centuries of evolution, our brains are wired differently to perform better at differnt tasks and therefore it would be wrong the expect the ‘average’ man or woman to perform the same task to the same standards.

Not everybody’s brain is wired in the same way and there is an interestingt text to take to see how male or female your brain is.

If you want to have a better idea how the other sex thinks then you’ll enjoy this book.

The Ideal Marketing Company supports Leicestershire and Northamptonshire companies as well as companies from across the UK with marketing, PR and direct mail. The Ideal Marketing Company helps support companies with marketing consultancy in order to generate new business wins as well as making the most of existing customers.