I think it’s important to add that, as with all benefits communication, we must be careful not to fall into the trap of concentrating all our efforts on communicating the features of what is on offer.
Yes, we all need to understand the facts: what we need to do and when. But, first and foremost, we need to answer the question ’How does this improve my life?’ We need to make a link between the benefit on offer and what is important in people’s lives if we want to drive behaviour and actions.
The marketing profession has got it right: it’s benefits, not features, that sell. And that should underpin all our communication.
Trevor Rutter is communication consultant at Like Minds