"You can't use up creativity...
The more you use, the more you have."
Maya Angelou
There is ALWAYS Room for Improvement.
Understand & Communicate the Value of Your Ideas by Using Benefit Ladders!
Learn More About Benefit Ladders!
Reading 1
Brand Building and
Emotional Benefits
Reading 2
Entrepreneurship Series:
Benefit Ladder
And Now, a Word from our Sponsors
Smart companies don't just create benefit ladders for fun. They use them to create successful commercials and other marketing materials. Most commercials you see will mention one or more of the benefit ladder components. Imagine a new commercial for Pantene Pro-V shampoo. Here are some of the messages they may communicate:
Our shampoo has a new blend of vitamins!
(Product Attributes)
This new blend makes hair strong and shiny for 48 hours!
(Product Benefits)
You will have the best hair of your life!
(Customer Benefits)
Feel your confidence soar as you look your best!
(Emotional Benefits)
*Poised young woman with shiny hair walks into a
job interview with a smile on her face*
(Implied): You'll be able to get a promotion by using this shampoo!
(Permission Benefits)
Let's Watch Some Commercials
Good Examples: The Toyota Prius
Watch & Read 1st
Toyota Prius Debut Commercial
(2004)
Debut Commercial Notes
Watch & Read 2nd
Toyota Prius Superbowl Commercial
(2016)
Superbowl Commercial Notes
Additional Examples
Good Examples!
Top 10 Superbowl Ads of All Time
Top 10 Superbowl Ads of All Time
Bad Examples!
SquareSpace
Commercial w/ Key & Peele (2016)
Debut Commercial Notes
End of Unit: Business Plan Takeaway
Now that we've seen the types of value and benefits that different companies communicate to their customers, let's write out the value and benefits we provide. To do this, you will need to build your own benefit ladders.
Complete this activity for each main product or service you offer. You can re-download it after completing it if you have multiple products or services.
