Here's why you should stop selling your product features
Chronicles of an Afropreneur
Dear ,
I saw a tweet earlier in the week from Victor Asemota that struck a chord because I had just finished two consulting sessions with Founders of two growing fintech companies that had a similar problem.
At @GA, first product management framework I learned is to state "Needs, Features and Benefits". All are different. Devs mix them up often. https://t.co/XI78wtkGGN
— Osaretin Victor Asemota (@asemota) May 24, 2017
Why is it that many founders have excellent concepts, ideas, and solutions but struggle to articulate the benefits?
Let me make this very clear - the features of your solution/app/product aren't the same as the benefits the customers derive from it!
It can be difficult to tell the difference between the two, as many features often sound like benefits. For example, saying that a cell phone has a fast internet connection is actually showcasing a feature, not a benefit. A benefit of fast internet would be the ability to quickly get directions when you’re lost (before you become even more lost).
Feature-only marketing is dead on arrival. You must learn to sell the benefits of what you are building.
The worst aspect of feature-only marketing is that it places the burden of understanding how the product makes their lives easier on the reader/user. The audience is left to connect the dots between the specifications you’ve listed and how it will benefit them.
You must learn to transform features into benefits. Here are some examples of how:
The gas mileage on a car is a feature; the amount of money you can save on petrol is a benefit.
Using a recognizable Operating System on a phone and laptop (Like Apple) is a feature, the ability to seamlessly transition between devices while working on files is a benefit.
Home delivery is a feature; not having to interrupt your schedule to go to the store is a benefit.
A great camera on a phone is a feature, the ability to take amazing pictures and 'free time' is a benefit.
It takes time and patience to learn how to focus on selling the benefits vs. the features of your products. Take the time to identify and sell the benefits the customers derive from using your product/service. Your bank account will be better off this way!
Do you have a compelling benefit for your product? Please share them with me by replying to this mail.
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