You’re probably thinking, “I’ve got a phenomenal product or service. Why aren’t customers breaking down my doors?”
Truthfully, when you’re waist-deep in the trenches of your product or service, it’s easy to get tunnel vision. You think, “Oh, my new Vision Brag 5000 has a 20% faster thingamabob and twice the storage capacity of the Meta 500!”
Meanwhile, your customer is yawning and wondering what’s for lunch. My friends, the issue is a fixation on features and a lack of connection to what your customers actually care about. It’s a classic case of “can’t see the forest for the trees.”
Human psychology dictates that we’re inherently focused on ourselves – our creations, our developments, our features. But your customer? They don’t care about you; they care about themselves.
Shocking, I know!
The Apple Approach: Features, Benefits, Outcomes
Let’s take a stroll down Apple Lane. Their marketing prowess is legendary and for good reason.
Feature: “Our new iPhone has a cutting-edge 108-megapixel camera.” Benefit: “You can take incredibly clear and detailed photos.” Outcome: “Never miss capturing a precious moment with your loved ones. Relive your best memories in vivid detail.”
Do you see how it evolves? Apple doesn’t sell megapixels. They sell cherished memories, connection, and joy. Stop reading this and scan their website; you’ll find all three elements beautifully layered into the copy.
But what about Landing Pages, Pitch Decks, and Product Copy, you ask?
So how do you take this golden nugget of wisdom and apply it to your own marketing materials? Let’s break it down:
Landing Pages: Your landing page is like your storefront. It needs to grab attention. Don’t lead with features; lead with emotions and solutions.
- Instead of “Our CRM has customizable fields,” try “Create a sales process so smooth, you’ll think you’re dreaming.”
- Use visuals to tell the story. For instance, instead of saying “Our app saves you time,” show a before-and-after scenario with visuals.
Pitch Decks: Investors are a tough crowd. But guess what? They’re human too (allegedly). They’re not just buying into a business; they’re buying into a vision.
- Don’t just list features or financial projections. Paint a picture of how your product changes lives or industries. Create a story they want to be a part of. Make it personal. Ever heard of Founder-Problem Fit?
Product Copy: Whether it’s a product description, an ad, or a social media post, this is your chance to speak directly to the customer’s heart.
- Nix the jargon. Use language that resonates with your audience. Connect the dots from feature to benefit to a life-changing outcome. Make them feel something.
Now, consider the following:
The “So What” Test — When listing a feature, ask yourself, “So what?” This drill-down technique can be eye-opening. Apply it to see if your words connect with customer desires.
Address Objections Head-On — Understand common objections your customers might have and address them proactively. For example, if you know that price is a common objection, address it head-on: “Yes, our product is a premium option, and can you put a price on peace of mind and save precious time?”
Use Social Proof — Showcase logos of companies using your product, media mentions, and shout-outs. When people see that others are buying what you’re selling, they’ll be more inclined to jump on the bandwagon.
Keep it Simple, Silly! — The best marketing messages are often the simplest. Find your own “Just Do It” statement that resonates with your customers. Keep it front and center in all your marketing materials.
Finally, Empathy is the Key to Aligning Your Sales with Customer Desires. Listen to your customers. Understand their desires, their pain points, and their day-to-day lives. Only then can you communicate in a language that resonates with them? Now go on, empathize, and close that gap. Your customers (and your bottom line) will thank you.
