Posts from the ‘Business writing tips’ Category

What’s in it for me?

Given the choice, would you rather buy a new air conditioning unit with a high SEER rating or one that saved you 15-25% on your utility bills each month? Actually you don’t have to choose. You’ll get both with the higher SEER rating, but you’re probably more likely to opt for this model if you know it will save you money each month.

While some consumers are willing to pay a premium for green products because they place a priority on good health or leaving a small ecological footprint, the majority of green buyers are still motivated mainly by saving money. Green spending is on the rise and is quickly becoming mainstream, despite the economy. According to the Shelton Group’s Eco Pulse 2009 Report, 60% of American consumers  say they are seeking out green products. But they are also confused about what is green. And who can blame them, when everywhere you turn you see the words “organic,” “eco-friendly” and “energy efficient” slapped onto products from fluorescents to fluoride.

That’s just the start. Your all-natural, custom koozies are also competing with “recyclable,” “renewable” and “locally grown” alternatives. But while people may realize that it’s important to reduce their energy consumption and be kinder to the environment, this isn’t the driving force behind most green purchasing decisions. It still usually comes down to what’s in it for me. And that is cost and personal health.

This is evident, too, in types of green purchases. According to the Eco Pulse Report, the #1 product category that people are searching for in greener products is home cleaning at 75%. This is followed by food & beverage at 65%, personal care at 55%, appliances at 47%, home improvement at 46% and automobiles at 32%. Knowing that mainstream consumers are interested in saving money, creating a healthier lifestyle and value convenience over the environment, it would be wise to market these products not simply as “eco-friendly” but as economical and healthy. These are the benefits that answer the question…’What’s in it for me?’ Of course, if you’re targeting the more engaged, green-minded individuals it’s worth addressing the additional environmental benefits that will appeal to them as well. But know your market, and know the benefits that will drive them to you. It’s all about them.

Creating Real Value for Consumers

Standing in front of the continuous rows of peanut butter in the grocery story last week, I compared cost and quality for the best value. Much thought goes into that purchasing decision, but my idea of value most likely means something completely different to the person on aisle 10. Obviously, I want to spend as little as possible, but I also know that you get what you pay for and I’m willing to pay a bit extra for organic, nutty goodness that I consider healthier than the sugary, preservative-infused brands.

We all seem to be more value-conscious these days. But as advertisers we can’t just stick the word “value” onto our products and promotions. We need to define what that value actually is for the consumer. Is it more bubbles for the same price? Quality workmanship that you can rely on for years of stability? More time to be able to spend doing what you love? Knowing the true benefits of your product requires knowing your consumers and what they deem as value. For some it may be price, but others may make purchasing decisions based on convenience, comfort, prestige, compassion or simply brand recognition and the consistent expectation it brings with it. No matter how cheap the Jiffy brand becomes, it will never be the best value in my eyes because of the additives it contains. But then, I’m not their market. The brand I choose can charge more and still deliver a great value if the quality is high.  A healthier snack — now with more nuts! That’s great value.