As a business owner, it is the hardest thing to do to step ‘outside’ of your business and look at it from the customer’s point of view. However, this is essential for creating a great radio campaign ( or any advertising campaign). You, the owner or marketing manager, see the features your business offers – the customer has needs and wants benefits. The two are very different.
Features are what your business offers as a product or service. Items like “exceptional customer service” fall into this area. Benefits are what the customer GAINS buy using these products or services. While it might be great that your business offers X,Y, and Z, the customer whats to know how X,Y,and Z will better their life somehow.
The best radio campaigns communicate benefits, not features. Communicate HOW the product or service betters the life of the consumer. Not sure what to say? Simply ask your customers. You will gain a wealth of information about how your company benefits them.