I drove by a high-end kitchen supply business earlier this week that has a great demo and training kitchen in the back. The banner outside of the building simply said:
“Cooking Classes: Learn, Eat, Laugh.”
In those three simple words, you have an incredibly rich idea of what you might be in for. You’re going to learn something to take back to your home kitchen. You’re going to get to eat(!), whether it’s your own creation or something the instructor makes in the process. You’re also going to have a lot of fun doing it.
These three words are both explicit and flexible. They paint a clear picture yet give each prospective customer the ability to paint their own picture of what that would look like for them.
Can your key benefits be boiled down to something this simple?
Editor’s Note: Innovation is all about value and translating the new value that you are creating for people is incredibly important to turning an invention into an innovation. Painting clear pictures of benefits for people is key.
Matt Heinz is principal at Heinz Marketing, a sales & marketing consulting firm helping businesses increase customers and revenue. Contact Matt at firstname.lastname@example.org or visit www.heinzmarketing.com.