Bredemarket has consistently preached benefits, benefits, benefits, since customers want to know what’s in it for them. Customers don’t care if Bredemarket has been in business for three years; they care about how Bredemarket will facilitate consideration of their offerings.
But Tamara Grominsky, in her article “High-Converting Homepages,” points out one significant exception to the “benefits over features” rule—or, in alternate terms, the “outcomes over capabilities” rule.
We’ve been taught to market the benefit, not the feature. The team at Fletch PMM believes there’s a better way. They focus on capabilities over outcomes.
In the startup world especially, buyers need to know the “how”. You don’t have the credibility yet to skip over what the product is and how it works. Buyers don’t believe the outcomes until these more basic questions are answered.
From https://newsletter.pmmcamp.com/p/edition-52
The remainder of Grominsky’s article, which you can read here, lists five steps that you and I can follow to ensure that prospects understand our capabillities so that they will “believe the outcomes.” Step 4, for example, includes Fletch PMM’s handy-dandy value proposition builder.
Now I just have to absorb this and get a little more feature-centric about my marketing and writing services.
And if you want to receive Tamara Grominsky’s insights in your mailbox every week, go to https://newsletter.pmmcamp.com/subscribe.
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