[11573] in Commercialization & Privatization of the Internet
Re: Need Help Articulating Internet Benefits
daemon@ATHENA.MIT.EDU (Pete Farmer)
Fri Apr 8 23:48:40 1994
Date: Fri, 8 Apr 1994 16:40:52 -0700
To: com-priv@psi.com
From: petef@well.com (Pete Farmer)
I've found that an example is worth 1000 adjectives in describing the
benefits of something such as the 'Net. What are the hot buttons of your
audience? If you're talking to lawyers, tell them about how Joe Smith from
XYZ Law Firm was able to increase his *billable hours* by 15% by using
Internet e-mail to correspond with his clients. If you're talking to
customer service managers, talk about how *customer satisfaction* increased
by X% through the use of USENET for support. If you're talking to sales or
marketing people, talk about how AAA Corporation acquired *50% more sales
leads* and closed *$500K of new business* with only a *$20K increase in
after setting up an FTP or Mosaic site to deliver customer information.
And so on, and so on, and so on.
Incidently, you're absolutely right that most Internet ads don't talk about
benefits. People get too hung up on the technology, rather than on what
it's used for.
Now if only I had a nice set of real-world examples, you'd be all set! ;-)
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Peter J. Farmer Internet: petef@well.com
Tetherless Access, Ltd. Voice: 415-321-5968
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