āSell Benefits, Not Featuresā Apple didnāt sell the iPod by saying, āWe have 10GB of storage.ā They said, ā1,000 songs in your pocket.ā Because letās be honestāno one outside of IT geeks gets excited about gigabytes. Similarly, when Tesla promotes a car, they donāt say, āIt has a 100 kWh battery,ā they say, āDrive 370 miles on a single charge.ā Even Tinder doesnāt say, āWe use an advanced matching algorithm.ā They just promise you āa shot at love (or at least a date this weekend).ā Yet, so many brands still market features no one understands. No one buys a mattress because it has āadaptive foam technology.ā They buy it because it āfeels like sleeping on a cloud.ā No one cares that their coffee has ā100% Arabica beans.ā They care that it ākeeps you awake during your 8 AM meeting.ā If your product isnāt selling, maybe itās not the productāitās the way youāre explaining it. Stop selling āwhat it doesā and start selling why it matters.
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