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How do you balance the need to share feature messaging and customer benefit message?

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3 Answers
Messaging Strategy
  1. Mike Berger
    Mike Berger

    Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo | Formerly Momentive, Gainsight, Marketo • 3y

    First thing I do is determine how much a buyer cares about individual features. There is a saying that we go to Home Depot to buy a hole (benefit), not a shovel (feature). But sometimes people go to Home Depot already knowing they need a shovel, so they want to know which shovel is best (features).  The other thing to consider is that as you move upmarket, the separation between user and buyer is often vast, while downmarket the user and buyer is often one in the same. It's likely that users are ...Read More

    1,598 Views
  2. Jeff Hardison
    Jeff Hardison

    Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 3y

    We've all seen this and cringed, right?Over-reliance on benefits: "Our scheduling automation platform help you shorten your sales cycle! Want a demo for something that you don't understand at all but somehow magically shortens your sales cycle?"Over-reliance on features: "Our scheduling automation software allows your customers to book meetings with you on your website. Want to pay a bunch of money for something that sounds like something you could hack together yourself?" Instead, I like to tel ...Read More

    432 Views
  3. Ruth Juni
    Ruth Juni

    Demandbase Director of Product Marketing • 3y

    I always try to lead with customer benefit messaging and use feature messaging as support points. I've seen negative feedback from prospects who feel that companies always sell their solutions before they understand a customer's pain point. That's because prospects often come to your website with a pain they are trying to solve and starting with feature messaging doesn't necessarily help them understand how that feature would help. By starting with benefit messaging, and then supporting those me ...Read More

    459 Views

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