Your company sells water heaters and you’ve got photos of every model on your website and brochures. But really, does it matter to customers what their water heater looks like? Will a picture entice a customer to place an order?

Probably not. Think benefits instead.
In most cases, what the product looks like doesn’t tell your audience anything about how it functions, or why it’s a better choice. If you’re not Apple computer—whose products are designed to be beautiful, desirable and inspiring (and sold to consumers)—it’s likely you should not bother showing your blue boxes, bristling antennas or complicated control panels to your prospects … UNLESS, they reinforce the benefits you deliver to the buyer or user.

People are more interested in results and benefits. What’s in it for them? What problem do you solve? A photo of a nail holding up a bowling ball is more compelling than a picture of nails above copy describing how strong they are. (The RIGHT picture is worth a thousand words!)

Why choose your products?
Selling your products requires more than engaging photos. You must convince your audience why they should buy your heater over another. Are they energy-efficient? Do you offer an excellent warranty? Do they have higher capacity? What sets your heaters apart from the competition?

Effective positioning is the place to start. It helps you focus on what’s important to the audiences you want to reach. Begin with clear, concise, value-driven messaging, paired with a strong visual system to reinforce your brand. Download our positioning worksheet for insight on setting your company and products apart from your competition.

Check out these other worksheets to help focus on your target audiences:
    > Defining Your Audiences, who is your target audience?
    > Point of Choice Worksheet, how/why do they choose?
    > Understand the Generational Perspectives, what will get them to respond?

Boost your marketing response by focusing on what audiences are looking for. Show them the benefits you and your products offer, and see how much more effective your marketing becomes.

Interested in making a change? Give us a call at 866-363-4433, or drop us an email, to discuss how you can make a bigger impact. We will give you an objective assessment of your current marketing program and guide you to success.