Elon Musk’s SpaceX Spaceship represents the future of spaceflight – an elegant rocket loaded with many revolutionary features. But here’s the most important feature of all: it’s fully reusable. This means the Starship can take off, fly into space, and then land vertically on the launch pad. And on March 3, Starship SN10 did just that, performing a perfect flight and blocking the landing.
Then it exploded.
The only reason I mention this is because it illustrates an important – and often overlooked – marketing truism: Results are more important than characteristics.
Regardless of industry or product category, I repeatedly see customers who insist on selling the features and benefits of their product or service when they should be focusing on selling. the results.
Don’t get me wrong, features are important. They can inform and validate the purchase consideration process. But companies can even create bigger value by presenting specific results and experiences that illustrate how a product or service can improve the lives of their customers.
Successful brands achieve this by pairing their vision with relevant and meaningful results. Here are some examples:
Vision: To ensure the flow of information.
The result: Improves productivity by providing a modern workspace that allows teams to work in sync and stay in the zone.
Vision: to be the leading biotechnology company, using human genetic information to discover, develop and manufacture drugs to treat people with serious or life-threatening illnesses.
The result: Genentech saves lives by addressing and healing those with unmet medical needs.
Vision: To change the way the world moves.
The result: Provide accessible and individualized transportation for passengers and more business for drivers.
Here are some questions you should ask yourself:
Is my company’s vision tied to the results it delivers? Does my brand vision match my client’s needs and emotions?
Otherwise, consider digging deeper into the story of your product or service. How does this affect or affect the customers it serves? How does that make them feel? What is their biggest challenge that your brand can overcome and what opportunities does your brand present? Get to the heart of the matter in your clients’ lives. Understand what is most important to them. And then make sure that the result matches the need.
One way to do this is to develop case studies in story form to identify and define unique and personalized examples of the results provided by your product or service. Use these stories to leverage your customers’ emotions as examples of results that will engage and convert customers over and over again.
Here are three very typical examples of how many different product or service organizations communicate the value and meaning of a feature, and what I suggest as an alternative:
Instead of: Our service saves you money.
Try: Our service accelerates profits.
Instead of: Our platform saves you time.
Try: Our platform shortens your day.
Instead of: Our company builds world-class technology.
Try: Our technology is tailor-made for the way you do business.
By tapping into the daily challenges your customers face and meeting their needs, you are able to sell them a result that will overcome those challenges.
By presenting simple results that meet the needs and behavior of your customers, your brand will achieve three very important goals:
- Build stronger relationships between your brand and your customers.
- Create a more memorable brand experience, which leads to increased value and trust.
- Increased response and consideration, which leads to greater profits and income.
Any brand can create even more value by presenting specific results and experiences that illustrate how a product or service improves the lives of its customers.
Successful brands achieve this by pairing their vision with relevant and meaningful results.
Q: How will your brand help customers focus on what really matters to their personal or professional lives?
A: Because of the results of what you do best.
Los Angeles-based Sagon-Phior is a full-service branding and marketing agency. We use emotional branding to build better relationships between a brand and an audience. Emotional branding enables more effective ways to increase brand awareness, loyalty, and sales. It also offers insightful information to better understand the behavioral patterns of important, often invisible consumers.
Sagon-Phior has successfully applied this unique practice to many national and global brands in the tech, healthcare, banking and lifestyle industries. For more information, visit Sagon-Phior.com