Need a new leading statement
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Our company has a leading statement that has been very effective in sales e-mails but which has some negative overtones of deception that we would like to remove.
The current leading statement is: ProductInsight is the only market research firm capable of delivering insights from consumers who are actively shopping for your products and who are 100% honest; they are 100% honest because they don’t know they are in a market research study.
Our prospective clients are market researchers who are intrigued by the thought of getting information from consumers who are actively shopping and are completely unaware that they are in a market research study. They like the thought that they can see how the consumer is making real product decisions. They do not, however, want to be associated with any activity that is being deceptive, deceitful, or is unfairly taking advantage of people. In reality, we are being super helpful to the consumer and have their best interest at heart. We just aren't communicating this very well.
Market researchers currently get their information from people who join panels (respondents) and fill out market research studies for money. There are significant issues with this. First of all, it is hard to find enough respondents who are planning on buying in the immediate future. As a result they have to accept input from respondents who say they are planning on buying in the next six month. Secondly, the respondents are financially incented to qualify for and complete the studies. As a result, the respondents primary interest is in saying they are planning on buying the product and then on completing the study questions. The respondents aren't necessarily lying, but they are definitely making hypothetical statements about what they might want in a product at some point in the future. Of course, some people are lying and it is impossible to tell who is lying from the ideal respondent who plans on buying your product next week.
In comparison, here is a little about what we do so that you can understand how we provide honest and helpful information to both consumers and clients. We run ads on Google search pages targeting consumers who are researching products. Our ads offer product recommendations tailored to their individual needs. When consumers land on our site we tell them about the process that we use to develop recommendations for them. At the end we make a list of recommendations along with helpful links to detailed specs, manufacturers info, 3rd party product reviews, and places where they can purchase the product. The results are totally unbiased and we take no money for recommending products. What is really neat is that we are able to see if the consumer liked our product recommendations and use that to refine and validate our recommendation algorithm. The better we are at understanding the consumer’s needs and recommending the best product for them, the better the insights we can provide to our clients. In this way we are incentivized to provide honest and helpful information to both consumers and clients.
The consumers who use our service are passionate about telling us exactly what they want in a product. They also give us positive feedback about how we helped them. We do our best job to recommend the best product for each individual consumer. This enables us to give our clients the best possible information about what consumers want in a product and what they are willing to pay for it.
We'd like to have three or four leading statements that we could choose from. They need to have the same intrigue about our benefits and our method that the current leading statement has. It should not have any negative overtones about deception. Ideally I should be able to speak it in about 15 seconds - so not a whole lot longer than what I have in the current statement.
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