Click on the image below - the ad's only 30 seconds.
Now, mobile phones are quite a competitive market. And The Carphone Warehouse have taken a really interesting approach. They're not trying to align themselves with a particular make or model. They're not listing the whole range of products available. They hardly talk about the product at all. Because they recognise that what people are buying (generally speaking) is not the phone - but the benefit that the phone will deliver.
And whatever you sell, whether it's a product or a service, the same lesson applies to your business. Your customers don't buy your product or service - they buy the benefit that your product or service provides. Your product or service is just the means to an end. Not the end in itself. So what's the benefit you provide?
In the case of The Carphone Warehouse, the benefit they're delivering is all the services you can access through your phone - if you have the right package. And that's what sets them apart, they tell us. They provide a solution that's 'perfect for you' and their 'Walk out working' offer means you can get started straight away. In fact, they're not selling you a product at all (because lots of people do that), they're selling you a service, tailored to your needs.
If you'd like to learn a little more about how you could apply this to your business, you might be interested in our next seminar. Or you can call me on 01392 248107 or email jonathan@alderandalder.co.uk.
