Motoring Campaign Metrics

Trailblazing petrolhead (& earliest of e-heads too) writer and broadcaster, Quentin Wilson, left us with quite the legacy. Of the many obits lauding his work, this message above prominently features. One even said that his tireless campaigning saved British car users an astonishing combined £120bn in tax.

That's one hell of a metric right there. As you can see from the poster above, the movement he co-founded arrived at a trio of reasons their policy ought be enacted.

You cut fuel tax by threepence, and look what you get back.

70,000 New Jobs
+0.2% GDP
Lower Inflation

Far outweighing any supposed tax revenue otherwise obtained.

These headline grabbers no doubt garnering the 'how', 'where' and 'whens' that led to his policy getting adopted.

And so it should be with our metrics.

The concrete reasons why our prospect will be better off from doing business with us.

Having three pincers could cause a dizzying reaction. One solid, indisputable, desired 'win' - unique to us - to which you can safely secure a tangible, preferably monetary amount can ably suffice.

In this case, the latter is a little woolly, which might be strange given you could ascribe a percentage point(s) to any lack of duty increase. But still, there are other complex factors at play with that one so they may have felt better with principle over principal.

You won't go far wrong by adapting this framework for whatever solution you sell.

For any particular purchase price, per month or person if poss, at the top, what are the three benefits - expressed in terms of their value - can you list underneath?