Magners 17 Types of Apples. Forgetting that consumers buy benefits?

One thing that makes me a bit crazy is when marketing and agencies forget that consumers and customers buy BENEFITS and not the "reason to believe".

But it is one of the more common mistakes we all make, and I have done it too many times (and learnt and been reminded when the sales and shares do not come rolling in despite the great BENEFITS delivered....)

I was reminded again by the massive Magners Cider poster on the M4 motorway as you head out to Heathrow. This huge poster will be seen by huge amounts of people, and has a great location. But it does not sell me the benefit of the product, and what it is going to do or give to me.

It tells me that they use 17 different types of apples in it. Do I really care? I care about what drinking the product will do for me. But there is nothing about that.

I assume the 17 apples is a big difference from others, but you need to tell the benefit and underpin with the reason to believe..

It is really easy to slip into this, as we all focus on better technology and engineering and want to shout about it. But never lose sight of the benefit. That is what consumers buy....

One of the more common mistakes we all make....

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