A cookware manufacturer
may be marketing a new product – the only saucepan featuring
a rubber handle and a copper bottom. The manufacturer perceives
this as a revolutionary concept, but the product is not moving off
the shelves. If the manufacturer had done research before product
release, say through focus groups, it would have discovered that
consumers simply did not understand why the saucepan was better.
It would have found that the messages on the box should communicate
not just the features of a rubber handle and copper bottom, but
also the benefits – that the pan would not burn you if you
picked it up while hot and that the food tastes better because the
copper bottom allows for more even cooking.
The Unlocking the Power of Your Pledge® formula
provides the foundation to make sure you are always promoting your
benefits and actively state how you are going to serve your