One of the most common mistakes made by business owners is to focus on promoting the features of a product or service rather than the benefits. However, as our analysis of the slogans of Hipstamatic and Instagram has shown, focusing on the benefits alone isn’t enough.
The Five Laws of Benefit Driven Messages were created with the idea of making a connection with your audience in mind. By following the Five Laws, you’ll not only create a slogan or other marketing message based upon the benefits your product or service provides – but that message has a much better chance of making a “connection” with your target audience.
We’ve seen how the Hipstamatic slogan failed to deliver on several key points of the Five Laws model. We also saw how they avoided falling into the trap of breaking the one unwritten rule of creating a Benefit Driven Message. We also saw how the Instagram slogan performed brilliantly using that same analysis. Were there other factors at play which tipped the scales in Instagram’s favor? Of course there were. To pin the success and/or failure of any business upon the slogan alone would be ridiculous.
However, whenever you’re tempted to hire an “expert” to “brand” your business – keep in mind that the founders of Hipstamatic had extensive experience in advertising and branding. Am I saying you should never hire an advertising agency? Of course not. But I will advocate using the Five Laws in evaluating any “pitch” presented by any one who claims to be a marketing professional.
If you’re going to go to the time and trouble of creating marketing messages, why not make the extra effort to create the most powerful, business building message you can create by following the Five Laws of Benefit Driven Messages.