Tuesday, August 12, 2008

Using Emotional Drivers to Differentiate You and Your Organization

Posted by Princess Eva Angelica at 1:19 PM

Have you ever been asked what differentiates your product, organization, or service from the others that are available? In marketing terms, do you know what is your “unique selling proposition” (UPS).

This is the type of question I often ask of prospective clients when I meet with them. A lot of times I do not get very compelling or confident answers.

That’s why I thought that it might be good today to go all the way back to 1956 and a book written by Victor Schwab, "Mail Order Strategy" (Hoke Communications, 1956). Schwab was a famous copywriter – an Ad Age person of the Century -- who detailed the 40 key "emotional drivers" that influence people’s actions.

I have found that one of the best ways to define a USP is to start with the wants and needs of the potential buyer and work backward. In other words, instead of contemplating your product, contemplate the needs of your potential buyer and how you can help them – look inside out and not outside in.

Here are a few of Schwab’s drivers that I think might be particularly relevant for association marketing.

People want to be:

  • Up to date
  • Recognized authorities
  • Efficient
  • Good parents, bosses, and employers

People want to gain:

  • Time
  • Comfort
  • Praise of others
  • Health
  • Popularity
  • Personal prestige
  • Money

People want to save:

  • Work
  • Discomfort
  • Embarrassment
  • Worry
  • Time

People want to do:

  • Satisfy their curiosity
  • Win others’ affection
  • Improve themselves generally

What do you think of this inside out way of developing your organizations unique selling proposition?


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