What does one guy’s avoidance of soda for an entire year tell us about our own Marketing, Communications, and Business?
The thinking behind it was rather simple: the stuff can’t be that good for you, and water is a great alternative. So, after what turned out to be very little deliberation, there it was…
No more soda.
Withdrawal? Sure, some. Caffeine wasn’t cut out, so that meant more coffee throughout the day. Water made up for this quite a bit – always having a water bottle or a big cup on the desk can help.
Savings? Heck yes – why “super size” when you can order tap water instead? Why order bottled water, either, when you live in a city whose tap water is 7000 times less expensive than bottled?
Habit-breaking? This might be the toughest – so easy to run to the machine, grab a can out of the fridge, even “switch to diet” because that can’t be bad, either. But it can be done.
What does all this mean for you?
Feature vs. Benefit
Rather than dissing sugary sodas – there are countless nutritionists and food blogs to do that – instead, let’s focus on the concept of “Feature” vs. “Benefit.”
Most of the time, even soda marketers get stuck in the “Feature” department. This beverage features “zero calories.” That beverage features “great cola taste.” They don’t tell you the benefits of zero calories (less of a waistline), they point back to another feature-rich product, and tell you that theirs is similar – but zero calories.
Shiny pop cans are features.
“Naturally sweetened” – feature.
The benefits are almost always subtly – or NOT subtly – communicated in the vein of “Lifestyle.” Drink this and be like the rich athlete. Drink that and become cool like the guys in the commercials.
Are you communicating benefits?
If not, why not?
How will the prospect Benefit from signing on the dotted line with your firm? How will the customer have a better life or a better lifestyle with your product?
Even if you don’t have the marketing budget of the big boys, that’s okay. In fact, that might be even better.
The benefits of a soda-free lifestyle
You will have more money in your pocket.
You will feel better because you are consuming less junk.
You will be able to redirect time and money to pursuits that can add value to your day.
Heck, you’ll contribute to a better world because you’re contributing less cans and bottles to the recycling bins.
Communicating how the world benefits from your unique contribution? That’s uniquely valuable. Tell us how we’ll benefit.
By the way, the launch of 12 Minute Marketing is here. You can redirect some of your soda savings toward becoming a better marketer, in just 12 Minutes a day.
Click here to take advantage of the special offer. And stay hydrated.