Three Free Observations

I’m no creative industry thought leader or big bucks business guru, but here are my three simple observations about B2B and B2C marketing/advertising — a how-to-communicate haiku of sorts:

Features commoditize. Focusing on product/service features encourages brand-to-brand comparisons and bargain-basement price shopping.

Benefits differentiate. Detailing benefits demands that brands genuinely know their customers (not to mention anticipate their every pain point, priority, objective, etc).

Stories engage. Telling relevant stories that resonate with your audience(s) is a more effective way to define your brand's reason for being and demonstrate empathy with your customers. If you're able to solve some problem they face, too, even better.

It's not rocket surgery, as I like to say. It's brain science. Everyone loves a good story.