Career Tips from a PM (16/30) – Talk in benefits, not in features.
People don’t buy into what something is, they buy into why it matters to them. At the end of the day, it’s emotion that drives decisions, not logic.
Whether it’s you as a job candidate or you marketing and positioning a product or service to your customers, you must, must, MUST remember to appeal to your audience’s pain and inspire relief with your offer.
A great example of this is to look at the sales landing pages for well-known products (iPhone, Razer, Toyota, etc.). Their pages don’t go guns blazing with features and technical specifications. Instead, they highlight the BENEFIT those features provide. Phrases like:
“AI-opening possibilities.”
“Fast that lasts.”
“Slimmer. Smarter. Sharper.”
“Built for creators. Designed to inspire.”
“Good vibes inside.”
“Technology that keeps up with you.”
Sure, it’s great if your product has an A42 processor, over 9000 GHz, or has a 20-option gearshift. But, the specifications themselves are not what resonates with users; it’s what the specifications make them FEEL, things like speed, freedom, versatility, etc.
Whatever it is you have to offer to the world, don’t open with the technical specifications or a list of features. Open with why it matters in the first place, with the one or two big things that make them say, “my search is over.”
Talk in benefits, not in features.