Writing a compelling benefits driven message is difficult – but composing one that meets the conditions set out in the Five Laws of Benefit Driven Message requires significant if not herculean effort.
Mark Twain once wrote, “I didn’t have time to write a short letter, so I wrote a long one instead.”
With that in mind, don’t expect to pound out a winning BDM statement in 30 minutes or less. It may take several weeks – or even months to fully define and refine your BDM.
To simplify the analysis of a potential Benefit Driven Message (BDM), I’ve created these Five Laws.
1. Your BDM should be less than 20 words in length
2. Your BDM must not use “industry jargon.”
3. Your BDM should use short, easily understood words.
4. Your BDM should take every opportunity to evoke concrete images.
5. Your BDM must be personal and appealing.
BENEFIT DRIVEN MESSAGE ANALYSIS
To illustrate how to use the Five Laws of Benefit Driven Messages to analyze your message, I’m going to use them to analyze the two business slogans used by Histamatic and Instagram.
Both Hipstamatic and Instagram use Benefit Driven Messages instead of Feature Driven Messages as slogans for their respective businesses. This is not surprising since you rarely find Feature Driven Messages being used by companies that have achieved any success on a national or international scale. However, by running both slogans through the BDM Five Laws Analysis, you can quickly and easily see the difference between a successful BDM slogan and a less successful slogan.