Should I do Pilates or Fitness Pilates?!

I’ve been considering signing up for ‘Fitness Pilates’ which I’m utterly convinced will bring me increased health benefits (without any effort) compared to normal bog standard Pilates, in fact I checked the blurb and it says it produces ‘more effective stretching, strengthening and balancing of the body’ and as a marketer anything that says it’s more effective gets my vote! Clearly, it’s all about the words we use which can help convince a customer of the potential benefits over alternative offerings.

Organisations create their value propositions which are a signal to the customer of what they can expect from purchasing the product or service. Every word counts in a value proposition and companies work hard to subtly describe their offering in a snappy strap line. However, it’s not just about the value proposition, the way we describe our products and services is equally important. A friend who is adding some marketing pizzazz to an upmarket golf club was horrified to see the uninspiring menu in the club house which would have been at home in a high street café doing a full English.
It might just be steak and chips but char grilled farm-reared sirloin steak with hand cut chips, dressed watercress and peppercorn sauce sounds a whole lot more descriptive, appetising and let’s face it…. expensive.
An upmarket members-only golf club needs to project its value and price positioning to its diners off the green as well as at the 18^th hole.

The high street café serving the full English need only explain what items are included for the price – no need for any gastro pub pretensions here but descriptions are a useful tool for marketers to help express the features and benefits, the price and value positioning, and how the product or service matches with what the competition is offering. Refresh your product descriptions today and see if it makes a difference!

You may also like this post on Wilko's value proposition.