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Wants vs Needs and Features vs Benefits

Let’s assume you have a great product or service and you would like to sell it. That is pretty much any entrepreneur challenge, to sell. Since you created the product you will think that is so amazing that as soon it hit the market, people will fight each other to get it as if they where future-brides on a wedding gown sale.

Alas, the truth is that situation seldom happens (unless you are selling wedding dresses to future brides at half-price or less), and usually is really depressing or shocking for the entrepreneur to notice that no one understands how marvelous product or service offered is and how is going to make their lives simpler, more comfortable or more entertaining!

If you are having that problem even after your marketing campaign has started, then you may need to re-evaluate what are you broadcasting to your customer and what kind of product or service are you offering. Among many possible issues, I will mention two common problems when creating comprehensible marketing campaign:

  • First, you need to know if you are selling something that is “a must have” or “a nice to have.” Your marketing communication have to make emphasis on whatever the nature of your offering is, so you can tell the consumer either how does it solve their pains, or how does it make their lives even better.
  • The second one is whether you are broadcasting the features or the benefits. Usually is better to broadcast the benefits of what you are selling, for example: let’s say you sell a top notch computer mouse, and you know that it is ergonomically designed and has 3000dpis of resolution. Those are features and that may not be understandable for all your potential customers, but if you translate those features to benefits such as “your hand will never get tired after playing computer games all night” or “the accuracy of the mouse will let you click on what you want without struggling” then you are telling something easy to understand to the consumer. After this step you will need to figure out which benefit is the most important for your potential customer.

Defining these two concepts will help you to determine what you need to tell to your customer in your marketing copy so they can understand and see the value on what you are offering.

By the way, I know this blog is not (yet) a “must read”, I’m just warming up. I hope it is at least “nice to read”