Features vs. Benefits
From Pistachio Consulting
If you've heard me (or others) rant about features vs. benefits and you think you have it, but it's still a little tricky to sort through them, use this phrase after your "features"
"Which means that..."
And then finish the sentence. Those are your benefits. (and in the jargon below, your USP or unique selling proposition...)
ie, "we make websites with content management systems, which means that you are in total control" "we help you make better presentations, which means that you accomplish more and feel more confident when you speak" etc. etc. etc.
Source is someone named TW on a message board:
http://www.sowpub.com/forum/showthread.php?p=14645
-TW
vbmenu_register("postmenu_14645", true);
Member
Join Date: Sep 2006
Posts: 28
Re: USP Help continued...
If you're still out there...Here's an easy way to convert (read: uncover) your features into benefits. It's also a way to uncover your one GIANT/VITAL benefit -- upon which you can (+ should) hang your ENTIRE mrktng (for example, as Verizon has wisely done with the "It's the network" usp). It's just three simple words --- _____________________ ... which means that... _____________________ Just insert that after each of your known features, and complete the sentence. If you still end up with a feature, just keep adding that phrase ("which means that...") until you convert that feature into a benefit (remember, a feature is what you do/provide -- a benefit is what they GET -- classic example: waterproof boots --- dry feet) By doing this, you'll end up with a list of customer-oriented benefits (not features).To get (uncover) your ONE vital benefit, just take all the benefits you uncover, and keep reducing each of THOSE down too -- using the "which means that" phrase -- when you do that, you may find that all the benefits boil down to ONE (the same) CORE BENEFIT. If they do, you're in luck! You've now discovered the cornerstone of all your marketing msgs! Your USP. Consider having your USPs begin with the word "Get," --- as in, "You get..." Enjoy!-- TW
Laura Athavale Fitton, Principal
PISTACHIO CONSULTING LLC
"When you've got something to say"
www.PistachioConsulting.com
Friday, April 06, 2007
Thursday, March 29, 2007
Opinion Editorials
I had an article published in the Inquirer’s online newsletter on 3/28/07 that my blog readers would enjoy. It provides the details about Opinion Editorials and using them to gain publicity for your business. You can find the article at http://www.philly.com/philly/phillywomen/Make_Your_Opinion_Count__.html.
I have also included the full text below:
Make Your Opinion Count:
Write an Op-Ed for Public Relations Visibility
By Gina F. Rubel
An op-ed (opinion-editorial) is a form of writing that is used to express a personal opinion. It is an under-utilized and extremely powerful way to publish your opinion and to demonstrate your depth of knowledge on a particular topic. In this way, you are positioned as a thought leader in your area of expertise. An op-ed is located in the opinion pages of a newspaper which is one of the sections most widely read.
The op-ed submissions that get published deal with a topic of current interest, often controversial in the local, regional or national media, and take a stand. It is your opinion, so make it stick. Since newspapers get countless submissions of op-ed letters, getting an op-ed published can sometimes be difficult. When writing an op-end column you should follow some basic guidelines to ensure that it gets published. Be opinionated. The more unique or controversial your opinion, the more likely the op-ed is to be published.
Write about one thing. If you cannot sum up your ideas in the headline then it’s probably not the best topic to choose for an op-ed column. Write in the active voice – it is easier to read.
Make a point that is unique. Prior to submitting your column research what the publication has recently published on your topic. You do not want to repeat what others previously said about the same topic.
Keep it around 700 words. Typically an op-ed column should consist of about 700 words although they can run longer depending on the outlet. Keep in mind that newspapers have limited space to offer, and most of the time, editors will not take the time to cut an article down to size. You can determine the exact parameters by obtaining the submission guidelines which are available in each publication and often on their Web sites.
Stay focused. Your op-ed needs to stay focused. Don’t derail the train by trying to provide too much back up or deal as if during opening statements. It’s the short, concise closing arguments that are the most memorable.
Be timely. If you are writing about an event in today’s news then you must submit your column in a timely fashion – either the same day or a couple days later. Op-ed’s deal with what’s happening today, so don’t get stuck commenting on yesterday’s news.
Connect locally. Use the local approach when writing for a newspaper within your circulation area. Tie your commentary to what’s happening locally and make sure you include your place of residence and why the issue matters to you. Many lobbyist and special interest groups write op-eds as part of their regular outreach strategy. Local papers are more likely to publish a column by a local author than a lobbyist.
There are also some tips to follow when submitting your op-ed.
Know your audience. It is important to choose the right publication for submission of your op-ed. Only submit your piece to one outlet. Ask yourself who’s reading the publication and why you want them to read what you have to say.
Define who cares. Explain why the publication’s readers will care. As with all form of public writings, it is important to make sure the audience is engaged and has a stake in your message. The “who cares” factor needs to be included in your op-ed to provide the answer to the question “why.”
Submit electronically. If possible submit your op-ed via e-mail. This will ensure that is it is received in a timely fashion. It is also helpful to use the online commentary submission forms after you’ve drafted your op-ed in using a word-processing tool, edited it and spell checked it. Offering your opinion through print outlets is a great way to get your name out there in your area of expertise.
Don’t be afraid to comment on what you believe in. You’ll be surprised at how many people tell you that they have read you commentary. Once published, don’t forget to order reprints from the publication to use in your business portfolio. The op-ed will then become a sales and business development tool. Make it last.
Gina F. Rubel, Esquire is President/CEO of Furia Rubel Communications. The company slogan is: Connecting clients to the publics that matter most. For more information, go to www.furiarubel.com.
I had an article published in the Inquirer’s online newsletter on 3/28/07 that my blog readers would enjoy. It provides the details about Opinion Editorials and using them to gain publicity for your business. You can find the article at http://www.philly.com/philly/phillywomen/Make_Your_Opinion_Count__.html.
I have also included the full text below:
Make Your Opinion Count:
Write an Op-Ed for Public Relations Visibility
By Gina F. Rubel
An op-ed (opinion-editorial) is a form of writing that is used to express a personal opinion. It is an under-utilized and extremely powerful way to publish your opinion and to demonstrate your depth of knowledge on a particular topic. In this way, you are positioned as a thought leader in your area of expertise. An op-ed is located in the opinion pages of a newspaper which is one of the sections most widely read.
The op-ed submissions that get published deal with a topic of current interest, often controversial in the local, regional or national media, and take a stand. It is your opinion, so make it stick. Since newspapers get countless submissions of op-ed letters, getting an op-ed published can sometimes be difficult. When writing an op-end column you should follow some basic guidelines to ensure that it gets published. Be opinionated. The more unique or controversial your opinion, the more likely the op-ed is to be published.
Write about one thing. If you cannot sum up your ideas in the headline then it’s probably not the best topic to choose for an op-ed column. Write in the active voice – it is easier to read.
Make a point that is unique. Prior to submitting your column research what the publication has recently published on your topic. You do not want to repeat what others previously said about the same topic.
Keep it around 700 words. Typically an op-ed column should consist of about 700 words although they can run longer depending on the outlet. Keep in mind that newspapers have limited space to offer, and most of the time, editors will not take the time to cut an article down to size. You can determine the exact parameters by obtaining the submission guidelines which are available in each publication and often on their Web sites.
Stay focused. Your op-ed needs to stay focused. Don’t derail the train by trying to provide too much back up or deal as if during opening statements. It’s the short, concise closing arguments that are the most memorable.
Be timely. If you are writing about an event in today’s news then you must submit your column in a timely fashion – either the same day or a couple days later. Op-ed’s deal with what’s happening today, so don’t get stuck commenting on yesterday’s news.
Connect locally. Use the local approach when writing for a newspaper within your circulation area. Tie your commentary to what’s happening locally and make sure you include your place of residence and why the issue matters to you. Many lobbyist and special interest groups write op-eds as part of their regular outreach strategy. Local papers are more likely to publish a column by a local author than a lobbyist.
There are also some tips to follow when submitting your op-ed.
Know your audience. It is important to choose the right publication for submission of your op-ed. Only submit your piece to one outlet. Ask yourself who’s reading the publication and why you want them to read what you have to say.
Define who cares. Explain why the publication’s readers will care. As with all form of public writings, it is important to make sure the audience is engaged and has a stake in your message. The “who cares” factor needs to be included in your op-ed to provide the answer to the question “why.”
Submit electronically. If possible submit your op-ed via e-mail. This will ensure that is it is received in a timely fashion. It is also helpful to use the online commentary submission forms after you’ve drafted your op-ed in using a word-processing tool, edited it and spell checked it. Offering your opinion through print outlets is a great way to get your name out there in your area of expertise.
Don’t be afraid to comment on what you believe in. You’ll be surprised at how many people tell you that they have read you commentary. Once published, don’t forget to order reprints from the publication to use in your business portfolio. The op-ed will then become a sales and business development tool. Make it last.
Gina F. Rubel, Esquire is President/CEO of Furia Rubel Communications. The company slogan is: Connecting clients to the publics that matter most. For more information, go to www.furiarubel.com.
Tuesday, February 06, 2007
Metadata
An excellent article about Metadata can be found at http://www.lawpro.ca/LawPRO/metadata.pdf. It's a must read!
An excellent article about Metadata can be found at http://www.lawpro.ca/LawPRO/metadata.pdf. It's a must read!
Thursday, February 01, 2007
SEO - Search Engine Optimization Measurement
There are so many ways to get your website noticed, yet SEO is an evolving science that calls for a strong knowledge of the marketplace. Today, I read several articles on SEO and how to measure your Web presence.
First, start with SEOMOZ.org. Click on the link in the green box that says "click here" then type in the URL that you want to search. How does your firm rank and do you know what that means?
Then, go to DMOZ.org and see if your site is listed. If not, find the right category and get your firm in there. Believe me, it helps. Every bit does.
You can also check out Spyfu.com. Enter your domain and get an idea of your overall visibility. Check out Alexa.com and find out more information. Then go to zippy.co.uk and get even more information.
One way to get your site notices is to serve as a contributor to Wikipedia. I haven't done this yet but I think I will soon start . . . .
Gina Rubel, Esq.
a.k.a. The PR Lawyer
Furia Rubel Communications, Inc.
http://www.furiarubel.com/
There are so many ways to get your website noticed, yet SEO is an evolving science that calls for a strong knowledge of the marketplace. Today, I read several articles on SEO and how to measure your Web presence.
First, start with SEOMOZ.org. Click on the link in the green box that says "click here" then type in the URL that you want to search. How does your firm rank and do you know what that means?
Then, go to DMOZ.org and see if your site is listed. If not, find the right category and get your firm in there. Believe me, it helps. Every bit does.
You can also check out Spyfu.com. Enter your domain and get an idea of your overall visibility. Check out Alexa.com and find out more information. Then go to zippy.co.uk and get even more information.
One way to get your site notices is to serve as a contributor to Wikipedia. I haven't done this yet but I think I will soon start . . . .
Gina Rubel, Esq.
a.k.a. The PR Lawyer
Furia Rubel Communications, Inc.
http://www.furiarubel.com/
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