Before I can ask you to trust me in helping you create powerful benefit driven messages for your business, I feel an introduction is in order. My name is Kathy Hendershot-Hurd and I’ve been helping small and medium size businesses create effective marketing and advertising campaigns since 1984.
Over the years, I’ve studied what works – and what doesn’t work – when it comes to advertising and marketing. Not only have I studied what works – I’ve tested my findings with hundreds of local business owners. In 2006, I wrote a book on the importance of tightly targeting your marketing towards a specific audience called “Beyond the Niche.
In 2012, I was assigned to develop a suite of marketing tools as part of a joint venture project. While I have created literally hundreds of slogans for clients in various industries, I had never tried to break down the process into a step by step guide which was necessary for this project.
The result of those efforts is the Benefit Driven Message System. This system provides a step by step guide designed to transform the features of your product or services into benefit driven slogans and blog posts.
You can use your Benefit Driven Message as the foundation for all of your marketing messages – both online and off. Use it to create a slogan for your company. If you have the opportunity to be interviewed – you can use your Benefit Driven Messages as a central talking points – highlighting the benefits people can expect when they hire you.
I’ll share how powerful the Five Laws plus the One Unwritten Rule can be by analyzing the slogans used by two competing products.
We’ll start first with the Five Laws of Benefit Driven Messages.