The hard-coded marketing mantra is to talk about benefits, not features and functions.
“Use this solution. It will help you increase customer satisfaction, drive business and encourage innovation.” That’s what I know as a strong message from this side of the marketing veil.
It may be a little different on the other side, though … when I’m considering a project proposal stuffed with benefits, my instantaneous reaction is “yes, I know this solution is going to provide that. But so is any other solution I consider. Otherwise, I wouldn’t be considering it.” Those benefits answer the question, “should I use a solution, or shouldn’t I?” But they don’t do anything for me on the front of “why should I choose this solution?”
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