Buy a product? No, consumers want to buy a better self

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Lead: How to sell your product to the user? What's so special about your product? No, more to highlight the benefits that products can bring to consumers, so that consumers can become better.

When Steve Jobs invented the ipod, the people who first learned the news and the entire technology industry were thinking: MP3 has existed for quite some time, what is the ipod really special?

Of course, a lot of features can be said casually, but the key level is how Steve Jobs marketing and presenting it to the public:

"1000 Songs in your pocket."

While Steve Jobs used the slogan to launch his IPod, others were still playing "1 GB storage space" to advertise MP3 players. " The way in which the goods are packaged is a big step for Apple to win others because it helps customers visualize themselves as a better person (with 1000 songs in their pockets).

It's like the bottom of this picture:

Mario (lead) + Fire Flower (your product; not selling point) = can throw the enhanced version of the Fireball Mario (make customers better; This is the selling point)

The use of image presentation products is a popular way, but also a clever way of marketing, it is easier for enterprises to emphasize "the purchase of goods can bring benefits, rather than the characteristics of the product itself." 」

I've heard a lot of marketing cases that emphasize the benefits, but I've always had a hard time distinguishing between "benefits" and "features of the commodity," so I've studied this, and I'll give some examples of how to do it.

How to distinguish product features (features) vs. benefits (benefits)

This is explained by the User onboarding:

"People aren't spending for their products; they want to buy a better self." When you try to attract more customers, do you want to list the characteristics of the product, or do you want to describe how much it will make you better?

Jason Fried, co-founder of Basecamp (37Signals), also discussed the subject on Twitter:

"This is what our products can do" and "This is what you can do with our products" sounds very similar, but they are completely different ways. ("Here's what our product can does" and "Here's what you can does with our product" sound errors but tightly are completely Ferent approaches.) -jason Fried (@jasonfried) 2013 November 13

Ideacrossing blog that the product is characterized by "your product or service to do things," and the benefit is "what is the meaning of these products or services? Why are they important?". In fact, products usually have some characteristics that are useless and cause a lot of waste of resources.

Therefore, I think the product characteristics are more like the "content" of the product or service, and the benefit is the "reason" behind the content.

I'll list some great marketing cases here:

Evernote

"Remember modifiable (remember all things)"

Evernote can't help you remember anything. In fact, it's impossible to remember anything--it's just a piece of software. But it does offer some product features to help you store and organize things. "Remember all things" is the benefit you can achieve with Evernote.

Twitter

"Start a conversation, explore your interests, and being in the know." (Start a conversation, explore your interests, and learn the latest information)

Twitter has listed some of the benefits of using Twitter on its official presentation page, rather than Twitter's feature profile.

Nest Thermostat

"Saving energy is a interfere thing (saving power is a beautiful thing)"

I personally like this example, its slogan is simple enough to use only six English words, but has clearly told customers Nest products the biggest benefit (will be energy saving), and this is the product unique.

LinkedIn

"Be very what". (Make you better at what you're doing)

LinkedIn is a bit more forward, it directly mentions customers directly in slogans, and conveys this concept more clearly: If you use LinkedIn you'll make it better for you. Customer-centric, not the product characteristics and the company's motto to sell to customers.

GitHub

"Build software decoupled, up. (Build better software together) "

It's a super simple but clear slogan. The benefits that GitHub can bring to customers are simple and clear, and it does not even mention any product features.

This article is compiled from the social media Management Service Buffer on the official website of the article "arranges Don t buy products, tightly buy decoupled versions of themselves".