Have you heard the saying ‘sell the sizzle not the sausage!’?
Even if you have, you probably haven’t given it much thought. What it means is people don’t buy products they buy benefits. It’s what the product DOES that consumers are interested in.
They buy the sizzle not the sausage.
Think back to the Danish bacon advertisements on TV, can you picture the bacon sizzling in the pan? Can you almost taste it and smell the aroma? It was the delicious smell and tasty cooked food – the sizzle – they were selling.
In short… the product is a dead pig, the benefit is a delicious sizzling breakfast.
Yes, we’re designers and we love creating visual mater pieces. However, we don’t just design for our own vanity, we are completely focused on selling the benefits of what you offer. This is what gets results. We go the extra mile to understand your products and what their benefits are for your customers. Only when we have this background research do we start looking at ideas. Because until we know what a customer is buying how can we possibly sell it? We need to understand what the product offers to a consumer. We need to know how it works and what it does. We need to know the company ethos and why it is producing the products it does. When we have this knowledge we can really start looking at creative and inspiring ways to sell the product.
The creative process starts with ideas and key messages. How do we explain what it does? How will the consumer understand the product benefits? We take all this and start looking at how to get it across simply and effectively by engaging potential consumers and persuading them how much their lives will be better if they buy it.
It’s a fail safe process and one which works extremely effectively. It;s what we do so get in touch for help in marketing your product.