TheUnemploymentDojo's Blog

Branding Communication:Focus On Results NOT Process

Posted on: May 22, 2010

There are so many products that have sales pitches that communicate the features more than the benefits or communicate the process of achieving the results rather than the results! Two almost similar messages can absolutely illicit a very opposite and different reaction for example look at these two messages:-
1. The Rice Pilau has huge chunks of meat and authentic swahili spices!
2. Besides being uniquely delicious, the rice pilau converts hungry, to new vocabulary!
Now analyze the two statements clearly:
One focuses on the ingredients while the other emphasizes the end result which is being full and experiencing something unique and delicious. Which of the two do you think would inspire clients/customers looking for a new experience to act? Remember the whole intention of brand communication is to create awareness but even more important to “incite” the customer to act upon listening to your very descriptive message! Give your customers the experience of their end result and you will have a winner

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Lee Kariuki
1-888-MY-ETHER ext. 04466282

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