co Focus on Your Benefits for Small Business Marketing Success |

You’ve heard it before, of course – your marketing must demonstrate the benefits your product or service offers to your customer. While it’s nothing new, I came across an interesting statistic that proves this point and should help to remind all of us (me included!) about the importance of benefits to your sales message:

“Of 901 new products and services studied over a 5-year period, the survival rate for those whose marketing communicated specific benefits was 38% vs. only a 13% survival rate for products whose benefits were less clear.” This is according to Doug Hall, CEO of Eureka Ranch (and also the “mean judge” on a reality TV show for inventor wanna-bes). Source: BusinessWeek SmallBiz, May, 2007.

So, what’s it mean? According to these numbers, demonstrating clear benefits in your marketing communications greatly improves your product or service’s chance of success!

Caroline
Small Business Mavericks
Melberg Marketing