That’s one of the maxims you’ll find in the soon-to-be-published The Marketing Playbook.
Think about that the next time you whip up a marketing or positioning thrust for your station.
“Proof” beats “Benefits” beats “Features.”
Most stations are stuck in a feature-filled rut. “More Music,” for example, is a feature. “10 in a Row” is conceivably proof – if only “10 in a row” proved “More Music,” which it rarely does. Have you considered other ways beyond the tried, true, and terrible to offer the audience bonafide PROOF?
Before you make a claim, prepare to PROVE it.
Before you promote a feature, convert it into a benefit, then PROVE it.
The Marketing Playbook has it right!
Always ask yourself, “how are we PROVING to the audience what we’re claiming?”
