How To Optimize Benefit Communication to Increase Chances for Innovation Success

The previous blog identified the three critical elements of the science of persuasion powered by Merwyn Technology. Those elements are communicating a customer benefit, giving them a reason to believe you can deliver the benefit, and letting them know how your product is better than other options they have. Today’s blog does a deep dive into creating highly persuasive benefit communication. In this series learn how to double the chances for success for an existing or new product – proven by rock solid science known as the Science of Persuasion powered by Merwyn Technology.

Here is an overview of how to optimize the persuasiveness of your benefit communication for any innovation. By doing this, you optimize your chances for innovation success.

Merwyn Technology is used to evaluate actual product communication. When it comes to persuasively communicating and products benefit, we know scientifically that the strength of your benefit communication directly impacts your chances of success. Specifically products with weak benefit communication have a 13% chance of succeeding. If you have strong benefit communication you double your chances to 26%. And best of all, if you have very strong benefit communication your chances for success increase to 38%.

So with very strong benefit communication alone, you can have chances for success that are higher than the average 25% success rate for all products. And if you increase the persuasiveness of you benefit communication from weak to strong you double your chances for success. In subsequent blogs we will show how when you add a credible reason to believe and communication of your differences that your chances go up dramatically.

When optimizing the persuasiveness of your benefit communication, keep these five thoughts in mind.

First, you must start by understanding customer needs and wants for your product. You cannot assume unless you willing to take on a high level of risk that you know clearly and specifically what the customer needs and wants are for your product.

You need to make sure that you understand their language in describing their needs and wants. When you communicate benefits to them you need to talk to them in the language they use when thinking about are talking about products like yours.

Here’s an example from my time as vice president of marketing at the Gallo Winery. If we were going to talk to consumers about the taste of a Riesling wine, we had several options. We could describe it is sweet, fruity, and smooth. We knew from talking to Riesling wine drinkers that fruity was a positive term while sweet was not so positive to negative. Having said that, we knew that the fruity taste came from the sweetness of the line. Bottom line, we talked to consumers in the language they used in the language that was most positive to them.

Second, you want to communicate benefits, not features. Features describe something about the product like what it’s made of and technology that is in a device. It doesn’t tell you how this helps you by meeting your need. Here are some examples.

  • The advanced stabilization control example – reduces rollover risk by 25%.
  • This drill bit is made of titanium – feature. This drill bit stay sharp twice as long – the benefit.
  • Our company invented quad logic which took seven years and $22 million to develop. Quad logic software reduces your customer service costs 20 – 30% within 30 days of installation.

Third, make your benefit specific. Some examples.

  • Fast shoeshine or two-minute shoeshine.
  • Reliable service or over 99% on time customer shipments.
  • High-quality service or no customer complaints in the last two years.

Fourth, communicating fewer benefits can be more persuasive than more benefits. Products communicating one – two benefits had a higher rate of success than products generating 3+ benefits. Be good and known for one thing. Examples.

  • BMW – the ultimate driving machine.
  • Volvo – – safety.
  • Bounty – the quicker picker upper.

Fifth, communicate the most important benefits your customers want – emotional or rational benefits are equally effective if they are the right benefits for your customers. Some good benefit examples.

  • Reduces order processing times from two days to 30 minutes. And within 18 months they expect a 100% return on their investment.
  • Perfect 10 – perfect nails for 10 days (Revlon nail polish).
  • Now you can shave your legs half as often.

The next blogs cover these topics.

  • Reason to believe: once we know what our benefit promises, we need to craft a reason to believe that potential customers find highly credible. You will discover the five different strategies available to us in creating a highly persuasive reason to believe.
  • Dramatic difference: the most powerful part of the science of persuasion is communicating our benefit promise is better – hopefully dramatically better – then some, most, or all of the competitive options. You will learn how to communicate these differences with skill and persuasiveness.
  • The series will conclude by a blog that pulls together the three elements and shows how they work best together.

If you want help with your innovation program, we can help you achieve dramatically better innovation results in 90 days or less. Guaranteed. We help businesses of all kinds and sizes to consistently double their innovation success rate by creating innovative solutions that are dramatically better than all of their competition. We can consistently do this because Innovate2Grow Experts is the only innovation consultancy using the eight most proven innovation best practices.

At Innovate2Grow Experts we can help you in two fundamental ways. First, we can collaboratively work with you in a variety of ways on a specific innovation need. Second, if you are interested in being trained at a high level on the eight most proven innovation best practices, you can start for free.

Thank you very much for your time and I look forward to reconnecting with you soon. Have a great day.

Richard Haasnoot, Head Coach, Innovate2Grow Experts/

Founder and Producer, Innovation Best Practices podcast