No One Cares About The Features Of Your Product
When you tell someone about a product, your first inclination is to start touting its features. It goes from 0 to 60 in 5.2 seconds. It has 32 gigs of RAM. It’s voice activated. The battery lasts over a week. The features are all the first things to come to mind. It’s natural. Honestly, I do it, too. But now, I don’t anymore.
I don’t care about the features. I care about what they do for me; how they enrich my life, make me feel, or able to perform a task better. And honestly, you may not know it, but you do the same thing.
Think about the feeling behind the feature. When you have 16GB of RAM, you’re feeling the excitement of having multiple applications open while rendering videos in minutes instead of hours. What a relief!
The trick is to bring this unconscious desire to life with your branding and outreach. Simply enough, it’s called explaining the benefits and values of these features; don’t leave it to the consumer’s imagination. In other words, solve the real problems or issues people are looking for from the product. That emotion of surety becomes the feature.
Simple example:
A: The new Ferrari XT goes from 0 to 60 in 3.2 seconds.
B: Feel the rush between every single heartbeat pulsing through your grip on the wheel as you accelerate from 0 to 60 in 3.2 seconds in the new Ferrari XT.
Which is more memorable? Which feeds your senses and fulfills your desires as you learn about this new feature of the Ferrari XT?
No one “cares” about the features of your product until they fulfill their need; until they solve their problem; until they have given them every reason they can’t live without it. And then, guess what? They’re hooked. Now, their imagination is sparked as they dig into the features with mouths watering, they are conjuring more wonderful things your product will do for their lives, their family, their business, their world. They are consumed, and therefore, they become a consumer and buy your product.
Consider Nike. They no longer talk about shoes, they talk about athletes. They talk about empowerment. They talk about you being great …in your Nike shoes. And, you believe it after years and years of them promoting and pushing their brand, their values and emotions behind their features. Did anyone notice or care about the features? I’m sure some did, but the masses see the results, feel the rush, the promise, and they desire it.
So, go ahead and tout features, but with passionate emotion. Dig deep and tell people why it will benefit them and why it bring value to their life or solve their problem. Make it personal.
This is how your grow and instill your brand. Touch the heart…the brain will follow.