With apologies to “experts” who can detect AI-generated text—they know who they are—I want to DELVE into a statement I made in my 9am post.
“I don’t ask for your feature list; no one cares.”
Over the years I have managed or marketed a number of products and services: Omnitrak, Printrak BIS, MorphoBIS Cloud, Morpho Video Investigator, Incode Omni, AEM Resurgence, IB360°, and many others.
All of which had extremely impressive lists of features.
And over the years I slowly realized that prospects and even happy customers didn’t care about ANY of those features.
Because customers don’t buy features…or products.
They buy solutions to their problems.
- If you’re telling prospects about your 1000 pixel per inch resolution, they will respond “So what?” and ask about reducing their jurisdictional crime.
- If you’re telling prospects about your certifications, they will respond “So what?” and ask about keeping privacy lawsuits away.
- And if you’re telling your prospects about your financial integrations, they will respond “So what?” and ask about making money. Lots of money. Loads of money.
Your product marketing shouldn’t talk about your products.
It should speak to your prospects.
Because then your products won’t only make money for your customers, but will also make money for you.
And don’t you want money, rather than a long feature list?
Let’s talk.
Bredemarket 