Product Features and Benefits

Too often we get this wrong. We do not distinguish between the product features and benefits in our marketing materials. Technical focused business owners and product developers seem to be so focused on the design on the product (and rightly so) that we forget to focus on the benefits to the customers.
So what need to be done about this? What can we do to improve our communication to the customer and get the balance right. The simple answer is to hire a marketing consultant or staff member who will help draft product specification sheets and web copy with all the right words and terms.
But actually, all that is required is to listen o your customers. Ask the right questions and begin to understand their needs and wants. Then just be addressing these, you automatically begin to talk product benefits and not features.
Remember that the customers do not care about how much you know, they need to know how much you care first.

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