Can we please stop selling features?
Take a minute and remember why you started your business. Now take a look at your website and marketing materials and ask yourself;
“Is the WHY explained?”
In my experience whether it’s companies I’ve worked for, or clients I consult, there is a reoccurring issue when it comes to presenting the product, and explaining the services to the market.
Can you guess what it is?
Features dump! Now, I get it. You are extremely proud of what you’ve created, and want to talk about all the amazing features your software, service or product has to offer. Feature, after feature after feature. Oh glorious features! Well guess what, NO ONE CARES ABOUT THE FEATURES OR TECHNOLOGY YOU ARE SELLING.
I don’t mean to be harsh here but this is the reality, and my job is to drop a few truth bombs every now and then. If I didn’t, I’m doing you a disservice.
When it comes to selling your wares the most important thing to understand and relay to the market and potential customers is this:
What problem are you solving?
How is your product going to make their life easier?
What pain point have you identified that they can relate to and will no longer have to endure because you are here to save the day?
That is it. That is the secret sauce when it comes to wowing your target market. Not the cool widgets, integrations, shiny coating or whatever other features your solution may have. They just need to see a better tomorrow because of what you have to offer them. Isn’t that why you started your business in the first place?