coaching

Making intangible benefits real.

Posted by Frank Marafiote on Oct 21, 2009 in Advertising, Featured Articles, Marketing, Research | 0 comments

This presentation by Rory Sutherland humorously makes the case for selling the intangible benefits of our products and services. Making the sale often depends on our ability to communicate product or brand benefits that transcend product utility. As marketers we tend to think in terms of “solutions” to customer problems — customers are thirsty, so we give them soda pop, they...