Product Benefits vs. Features
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The most memorable slogans in the world all have one thing in common; they hint on how the product will make the consumer’s life better. People connect with these marketing messages on a primal level, activating a specific desire of how they envision themselves or their lives.
Let’s be clear here: People don’t purchase product features – they purchase benefits. They don’t care that if their Smart TV has 3840 pixels x 2160 lines, 8.3 megapixels, aspect ratio 16:9, they just want the best display clarity.
Simplify the Message
In general, the tech industry tends to lead with their products’ features. This makes sense because, after all, technology is technical by nature. But in order to be successful, tech companies need to flip the switch from communicating features to presenting benefits so that the consumer understands the value of the product in their lives.
Think of smartphone commercials. They are notoriously known for showing every day consumers interacting with their smartphones and how the features benefit their lives. Check out this example highlighting Samsung’s Galaxy 9 slow-mo camera feature.
Here’s another great example from Apple’s website. This is the first section of the Apple 8 product page:
The webpage goes on and on highlighting the smartphone’s features positioned as benefits to the consumer. Go ahead, check it out… Do you see the technical specs anywhere in the page? Here they are, in a tiny link on the top menu:
The Tech Industry
We know what you might be thinking: “But my product is not for mass-consumption. My product is a highly technical B2B product for integrators…” At the end of the day, integrators are people too, and we all connect to products and brands the same way.
For example, a smart home control system may include every feature a consumer wants at the right price point, yet if the product benefits aren’t clearly stated, neither the consumer nor the integrator selling it will see the product’s value.
Start with Why
You might be thinking that this all sounds good, but still aren’t sure where or how to start to transition your marketing messages from specs to benefits. In his brilliant TED Talk, Simon Sinek shows how brands use their ‘why’ to create inspiring marketing messages. This is a must-watch for every leader and entrepreneur.
We’ll leave you with a quote from our president, Coleen Leith’s book Ultra Hi Def Marketing: 5-Step Guide to World Domination in the Tech Industry: “You can have the best product in the world, but if the marketplace doesn’t understand the problem it solves or the solution it provides, no one will buy it.”