When I worked in retail, I had the difference between a
product feature and value statement drilled into me. One is an excellent
component for dinner table geek talk. The other can help sell a customer on the
benefit of your product.
This is an important distinction to make as you write about
what it is that you sell. Cars are an easy example. What you have to consider
is what the feature means for your customer.
If you tell your customer that a car gets 35 miles to the
gallon, they may not completely understand what that means. If you tell them
that they can drive nearly 500 miles between fill-ups, well now you’re speaking
their language.
While a V6 engine excites gear heads, you can achieve that
same level of excitement in any driver by telling them about the increased
pickup, and the ability to enter traffic when it was otherwise not advisable.
It's not a matter of the brand new feature that your product or service includes. How does what you sell improve your customers’ lives? That’s
the question.
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