Many product marketers incorrectly assume that showcasing features will persuade buyers. In fact, buyers evaluate products emotionally and rationally, seeking meaningful outcomes over merely knowing features. They often gravitate towards options that feel 'safe' to avoid blame, underscoring the importance of connecting features with relevant outcomes in persuasive marketing. Even when claims are rooted in logic, the decision-making process involves emotions, leading many to choose options that satisfy their need for justification rather than the most fulfilling choice. Effective marketing should therefore move beyond listing features to clarify how they create desire and meet buyer needs.
Most product marketers mistake explanation for persuasion. They open with features, as if the product's function speaks for itself.
When buyers are overwhelmed or unsure, they go for the ‘safe’ option, even if it’s not the best, effectively bypassing their optimal choice.
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