A mantra is a great way to communicate simply about the product you are selling. This is two or three words simply stated, easily communicated to anyone.
Some examples of product mantras are as follows:
Rough, Tough and Robust
Built to last
DeBeers Mantra is “A Diamond is Forever”
Then you can use the mantra when you talk about your product – for example. “My customers buy Stoney Creek gear because it’s Built to Last”
People outside your immediate peer group do not understand technical language, they don’t have your perspective, training or experience. Salient points are prominent and outward facing. They are customer centric and they stand out. Inward facing messages are messages that you and your staff understand, they are messages people with specialist knowledge in your products understand but they are useless to the majority of your customers. Apple didn’t sell us an eight gigabyte iPod, they sold us a thousand songs in our pocket.
When communicating with your customers don’t spend all your time talking about the technical aspects of your product, think about how the consumer would best be communicated with and use the most prominent and outward facing messages.