Convey Product Benefits instead of Product Features
- In marketing and sales, it is crucial to focus on the benefits that appeal to customers' core human drives rather than the features of a product.
- Features are facts or attributes of a product (e.g., This candle is made from 100% soy wax).
- Benefits are the positive outcomes or results that customers experience from using the product (e.g., This candle creates a clean, eco-friendly ambiance in your home).
- Customers are primarily motivated by benefits, as they address core human desires and needs.
- Many entrepreneurs confuse the two or outline only the features in their product pitch.
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Two marketing lessons from Josh Kaufman, the author of The Personal MBA: Master the Art of Business.
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