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Casual Articles - Linking Features & Benefits
In this world of technology, you have to wonder what would happen to the medical billing profession if suddenly all the power in the world went out and the computers stopped working. If you never thought of how catastrophic this would be, this little eye opening look at a hypothetical situation should get you thinking about having some backup plans for your medical billing business.
In developing a communication strategy, the means-end concept offers a couple of important tools. First, it suggests a way to structure messages. Start with attributes, link those attributes to personal consequences, and then link the consequences to satisfying personal value-needs. Second, it may help us predict the impact of our messages.
For example, say your manufacturing plant is about to b
Back office is one of the most crucial aspects of any business. It is this aspect that keeps all the financial transaction and dealing of the company proper and smoothly running. In fact, most of the tasks that are require for the proper functioning of the company take place under the back office work of a company or business. Most people who start a business or company are not the ones
For me, one came when I discovered means-end analysis, a marketing concept that helps us understand why listeners or readers might respond -- or not respond -- to our messages. It does this by clarifying the relationship between product features and the benefits experienced by consumers.
I also believe it has great potential for developing communication strategies.
But first, let's review the marketing connection: Consumers know about products in three general ways:
* by the attributes (features) they possess;
* by the consequences of 'consuming' those attributes; and
* by the way the consequences help satisfy personal needs.
As the list suggests, these types of knowledge are linked, providing connections among attributes, consequences, and the value-fulfillment benefits we derive from them.
For example, a luxury car offers a number of attributes (features) that make it distinctive. Owning and driving one has some personal consequences, which might include showing others that the owner is affluent and successful. That, in turn, satisfies the owner's value-driven need to be seen as successful...
Now, let's look at the same example another way. A low-end car's attributes might include an inexpensive purchase price and economical operation. One personal consequence of owning a car with these attributes might be to have more money available for saving. And, that could provide value satisfaction by giving the owner a sense of accomplishment as she watches her savings account grow.
In developing a communication strategy, the means-end concept offers a couple of important tools. First, it suggests a way to structure messages. Start with attributes, link those attributes to personal consequences, and then link the consequences to satisfying personal value-needs. Second, it may help us predict the impact of our messages.
For example, say your manufacturing plant is about to bu
Everything happens Quickly and Instantly on the Internet. In the blink of an eye your easily transported around a whole planet. It's a smorgasbord !! The web site you just visited could be in Singapore, the e-mail your reading now could have come from Alaska. The Internet is just one big Soup Bowl of Information just waiting for you to come and gobble it up.We live in a world of "Eve
I also believe it has great potential for developing communication strategies.
But first, let's review the marketing connection: Consumers know about products in three general ways:
* by the attributes (features) they possess;
* by the consequences of 'consuming' those attributes; and
* by the way the consequences help satisfy personal needs.
As the list suggests, these types of knowledge are linked, providing connections among attributes, consequences, and the value-fulfillment benefits we derive from them.
For example, a luxury car offers a number of attributes (features) that make it distinctive. Owning and driving one has some personal consequences, which might include showing others that the owner is affluent and successful. That, in turn, satisfies the owner's value-driven need to be seen as successful...
Now, let's look at the same example another way. A low-end car's attributes might include an inexpensive purchase price and economical operation. One personal consequence of owning a car with these attributes might be to have more money available for saving. And, that could provide value satisfaction by giving the owner a sense of accomplishment as she watches her savings account grow.
In developing a communication strategy, the means-end concept offers a couple of important tools. First, it suggests a way to structure messages. Start with attributes, link those attributes to personal consequences, and then link the consequences to satisfying personal value-needs. Second, it may help us predict the impact of our messages.
For example, say your manufacturing plant is about to b
In my opinion, being an entrepreneur is about ‘writing my own ticket’. I want to to be able to exploit my own ideas, create and sell my own products, and provide my own definition of services.It’s about being a leader; making my own action plan and working it.Looking around the net marketing niche, I see that most people are following instead of leading. Everyone is pushing a
For example, a luxury car offers a number of attributes (features) that make it distinctive. Owning and driving one has some personal consequences, which might include showing others that the owner is affluent and successful. That, in turn, satisfies the owner's value-driven need to be seen as successful...
Now, let's look at the same example another way. A low-end car's attributes might include an inexpensive purchase price and economical operation. One personal consequence of owning a car with these attributes might be to have more money available for saving. And, that could provide value satisfaction by giving the owner a sense of accomplishment as she watches her savings account grow.
In developing a communication strategy, the means-end concept offers a couple of important tools. First, it suggests a way to structure messages. Start with attributes, link those attributes to personal consequences, and then link the consequences to satisfying personal value-needs. Second, it may help us predict the impact of our messages.
For example, say your manufacturing plant is about to b
Now that corporations are finding that corporate gift giving is a sure way to boost staff morale and job performance, the next step is to determine what types of corporate gifts are practical and affordable. There are countless business gifts on the market that are practical, but are they affordable? By the same token, all affordable corporate gifts are not necessarily practical. It is very
Now, let's look at the same example another way. A low-end car's attributes might include an inexpensive purchase price and economical operation. One personal consequence of owning a car with these attributes might be to have more money available for saving. And, that could provide value satisfaction by giving the owner a sense of accomplishment as she watches her savings account grow.
In developing a communication strategy, the means-end concept offers a couple of important tools. First, it suggests a way to structure messages. Start with attributes, link those attributes to personal consequences, and then link the consequences to satisfying personal value-needs. Second, it may help us predict the impact of our messages.
For example, say your manufacturing plant is about to b
Workshops aren’t that difficult, but they can fall apart. Audiences come expecting to hear from an expert. Students expect to hear from someone who is knowledgeable. The problem is not that you might not know your material. But, the problem comes when you seem like you don’t know your material.I recently watched a workshop where the teacher was working with no more than ten stude
In developing a communication strategy, the means-end concept offers a couple of important tools. First, it suggests a way to structure messages. Start with attributes, link those attributes to personal consequences, and then link the consequences to satisfying personal value-needs. Second, it may help us predict the impact of our messages.
For example, say your manufacturing plant is about to buy and install a major piece of machinery, and you want employees to know about it. For the plant newsletter, you write an article, starting with attributes of the new machinery. Now, link those attributes to personal consequences: The new equipment enhances the long-term viability of the plant, which makes employees' jobs more secure. And, secure jobs satisfy an important value requirement among employees, which is to provide their families with a good standard of living.
But, suppose you finish writing about the attributes, and you can't get a grip on the personal consequences for employees, or how it will satisfy their value needs. That should help you predict that the message will fall on deaf - perhaps even hostile - ears.
Given that knowledge, you can rethink what you're doing, what you're saying, or how you're saying it.
In summary, by linking features and benefits, we give ourselves an opportunity to understand and construct effective messages, for both marketing and other purposes.
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