“Every product has a unique personality and it is your job to find it.” — Joe Sugarman
You can have the best product on the market, but if you cannot communicate what problems it solves for the consumer, you will never help the audience you seek to serve.
While creating, you spend hours building and testing every feature, ensuring they perform as promised.
To you, the “bells and whistles” are the exciting part.
The problem? Your customer doesn’t care about them.
You can have one of the most beloved brands on the planet, but at the end of the day, people want to know what it can do for them.
Humans are biologically programmed with certain desires, and when you sell with benefits, you tap right into Mother Nature’s playbook.
I’ve come across two simple but effective ways to make sure you speak the language your customer wants to hear.
Two tactics that translate a feature into a benefit are the “Which” and “So What” techniques. List the features, and try the following:
Feature: This program offers 25 extreme workouts you can do at home
Benefit: So You can get ripped in 90 days without facing the glaring eyes of the gym crowd
Feature: We now offer free Home Delivery
Benefit: You won’t be wasting any of your valuable time. We will do all the shopping for you and deliver it to your house.
“Features tell, and benefits sell.”