Part 2: Thinking about Your Products and Services (Your Offering)
Okay, so you know what you’re selling, but do you know what people are buying?
If you’re selling books, your customers are buying information, knowledge and entertainment. If you’re selling cars, your customers are buying freedom, independence and a romantic idea. If you’re selling beds, your customers are buying a good night’s sleep, relaxation and comfort.
Whatever it is that you’re selling, think about what your customers are thinking about when they’re buying.
Make the Most of Your Features and Benefits
Another way of thinking about the difference between the thinking of the buyer and seller is to think about features and benefits.
The features of a product are things like:
• Stainless steel construction
• Dual-core processor
• Available in 200 colours
These features mean something else to your customers. To a buyer, features translate into benefits. Benefits like:
• Won’t rust
• Handles multiple applications without crashing
• You can find one that suits you
Whenever you present a product or service on the web, mention the benefits as well as the features. It may sound like rudimentary advice, but it’s an essential part of any website. Many organisations fail to clearly present the basis of their offer. What seems obvious to you, from within your organisation, is potentially alien to your visitors.
Do People Understand?