We’re all familiar with the product capabilities feature checklist — we
use ‘em too. And sometimes they’re exactly the right thing to use to
communicate the information your prospect or customer is looking for.
we all know the aspect of translating features into benefits … that’s
supposed to do the trick in communicating right, right?
that’s not enough anymore. More often than not, marketing an experience,
and not the specific features and benefits of a product, makes more
sense in getting your audience to understand the virtues of your
product/company. Today’s business purchase decisions tend to be based as
much on emotion as on reason: Did they treat me right? Did I feel good
about the experience? What’s the company’s reputation? Will I be happy
as a customer of this company? Do I feel like it’s a good decision?
now think in terms of not only features and benefits, but also your
product’s effect on their lifestyle, values of the company and how they
mesh with their own, satisfaction in doing business with you,
willingness to recommend (blog, talk about, rate and review) your
company, and more.
So finding the right happy medium between
giving the audience the right amount of details about features and
benefits, along with the subtler but just as important messaging about
the personality of your company: what you stand for, how you handle
customer service, the ownership experience, flexibility in helping them
buy, set up, and use your products, is key in producing the winning
outcome in marketing.
We’re still working on finding that balance
and mix: through customer segmentation and research, storytelling
marketing (communicating the whole user experience), and more
transparency around tangential aspects of our products and services.
It’s been interesting going through this process, and we’ll keep at it,
refining as we go. Good luck to you as you find the balance too.