“This shampoo prevents hair loss,” and “Do your drains get clogged often? Change your shampoo!” Which of the two messages is better? Both messages appeal to the shampoo’s effectiveness in reducing hair loss, with the former addressing the person experiencing this issue, and the latter targeting all family members, including him. Depending on how one interprets the impact of preventing hair loss, the sales results can vary significantly. Some view it as maintaining a good appearance, while others see it as a matter of hygiene and convenience. Linking product benefits to public interest offers many advantages. - Joseph’s “just my thoughts”
Netflix initially started as a DVD rental service and grew, but it soon encountered a crisis with video streaming technology. Nevertheless, it wasn’t feasible to abruptly abandon the existing business and transition to a digital distribution model, highlighting the significant conflict involved! Video streaming technology is not a complementary service to DVD rental; rather, it serves as an alternative. When expanding or improving a business, it’s crucial to clearly understand the defining attributes of the target product or service. Burgers and French fries complement each other, while burgers and chicken sandwiches are substitutes. - Joseph’s “just my thoughts”