An article in the November 2013 issue of Customer Relationship Management compliments GEICO for its short, strong benefit statement: “15 minutes could save you 15% on your car insurance.” The statement hasn’t gotten old and hasn’t been changed in 20 years.
Get the benefit right and state it plainly
With car insurance there isn’t much they can show in a commercial to prove GEICO’s better, so they plainly and strongly state the one thing the customer is looking for: savings. That’s how they sell something that’s hard to sell and that isn’t even unique.
Do you have the discriminator right?
You may also be selling something that’s hard to sell and not unique. So do everything you can to discover your customer’s deepest need, the customer’s discriminator – the one thing the customer uses to discriminate between suppliers. The discriminator isn’t always what you think it is. Be frank about whether your firm satisfies the customer’s discriminator, and if it does, say so, in a short, strong benefit statement.
Do you know what your customer’s discriminator is?
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