It’s easy to lose sight of the Main Marketing Mantra: Sell the solution … not the product. We get so caught up in how cool our product is that we forget to tell people what problem it solves. By failing to establish this emotional connection, we short-circuit our messaging.
But focusing on the product isn’t the only way to botch up marketing messages. It’s also easy to stumble on data or facts that in theory should help our case. On the face of it, they are interesting and informative, but it’s important to not get too distracted and distanced from our core message.
FUN WITH FACTS
Facts can be fun, but they can also trip us up. Take the list we curated from “47 HVAC Industry Statistics and Trends,” by Brandon Gaille.* This goldmine can quickly turn into a landmine if we lose sight of what we’re trying to do.
To use lists like this to your advantage, follow a 3-step plan:
- Audience: Focus on a specific segment of your audience.
- Resonance: Figure out what resonates with that audience. (Appended data will help! It’s not the age of the house or HHI that makes the buying decision.)
- Determine the promotion
- Pick a useful fact
- Design a message using all this information
PROCESS IN ACTION
There are two distinctly different types of customers: Deal Hunters and Quality Seekers. Let’s explore how using the same promotion ($59 HVAC maintenance) and fact (annual maintenance extends the lifetime of your HVAC) are used differently for these distinct audiences.
AUDIENCE: Deal Hunters
Resonance: Seeks the best price and lowest cost
Message: Save on unexpected repair or replacement costs! A low-cost $59 check-up on your HVAC can save you lots in the long run!
Did you know the average lifetime of an HVAC is 12-15 years? With annual maintenance, the average extended lifetime for HVAC systems is up 40%. That’s 4-6 more years! Spending $59/year now saves you thousands of dollars later!
AUDIENCE: Quality Seekers
Audience resonance: Seeks professional, reliable, on-time, guaranteed service that’s done right the first time
Message: A little bit of attention goes a long way!
You depend on your HVAC system to keep you comfortable, and the health of your HVAC system depends on you. Rely on ABC Company’s professional service to keep your HVAC running smoothly. A $59 checkup will help keep your HVAC healthy (and you comfortable for a long time).
Did you know the average lifetime of an HVAC is 12-15 years? With annual maintenance, the average extended lifetime for HVAC systems is up 40%. That’s 4-6 more years! Keeping your HVAC healthy keeps you cool or warm when you need it!
STICK TO THE MESSAGE
Marketing is all about knowing who your customers are and what they want, and then giving it to them. If the messaging you create resonates with your customers, you’ve succeeded and they will call. Facts can help make your case, but don’t let them get in the way.
*“47 HVAC Industry Statistics and Trends,” by Brandon Gaille