Still Talking Product - It's Critical To Get This Right

Hello Energetic Entrepreneurs,

Wow, I bet you're chomping at the bit to get going, to hang out your shingle and open the doors.  I understand fully and that energy must be harnessed right now and redirected.

How are you coming with the product solution statements?  I suspect it's easier to think about than to actually put pen to paper or fingers to keyboard.  Don't fret, it's difficult by design and must be overcome in order for success to follow.  This is where your energy should be focused now.

Quickly, let's review.  Product is the first P of the 5 "P's" of Marketing.  It's #1 for a reason - if you're not selling what the target customer needs to buy, there will be no sales.  Simple as that.  When last we communicated, I gave examples of communications that exhibit what the seller wants to say versus what the customer needs to hear.  Very common practice, and very dangerous.

You've seen this advertisement: GOOD FOOD GREAT PRICES.  What does that do for ya?

Your passion for starting a restaurant is at a boiling point.  What will you sell - what's the product?  The obvious answer is food, right?  Ah, yes, too obvious and wrong.  Think about your favorite dining establishments for a moment, do not consider price. 

Yes, the food is a reason, but it's more about the experiences.  The experiences begin when you think about going, right????  The second experience is when you arrive and are greeted, (hopefully by name), seated and presented the menu.  Experiences now follow quite quickly as you scan the menu, ponder a range of choices and make the final decision - anticipation! 

When the food arrives, the next set of experiences are sensory, sight and smell.  The food looks good and smells good, anticipation again.  When you finally eat, it's almost a release, that first fork-full is DIVINE!  The experiences continue long past the meal, think about the drive home and the notion that you will return.  Ah, it's not the food, the food is the delivery vehicle.  You're selling the experience.

So, great food great prices........I suspect it does nothing for you now and it shouldn't.

Here are two versions of a long held marketing and public relations theory:

• It's not the steak, it's the sizzle
• Sell the sizzle not the steak

Continue crafting the product statements, the communications.  It is from these statements all marketing communications, advertisements, web presence, public relations, catalogs, labels, stationary and anything else that speaks for you and your company will be born.   Here's a secret, it's also your brand.

Write, it's worth it,

Roneida