The greatest achievement for most business owners is a tight emotional connection with their customers. The key to developing this important link is by identifying your brand’s emotional benefit.
Traditionally, you would identify your brand’s primary emotional benefit through intense consumer research, leading to the creation of a “benefits ladder.” This ladder would diagram the progression from key product attributes to product benefits, followed by the direct consumer benefit, and ultimately the key emotional benefit. Big brands spend hundreds of thousands of dollars getting this output precise and accurate. However, you can create an effective benefits ladder simply by asking your customers one question:
Traditionally, you would identify your brand’s primary emotional benefit through intense consumer research, leading to the creation of a “benefits ladder.” This ladder would diagram the progression from key product attributes to product benefits, followed by the direct consumer benefit, and ultimately the key emotional benefit. Big brands spend hundreds of thousands of dollars getting this output precise and accurate. However, you can create an effective benefits ladder simply by asking your customers one question: