Don't Assume Customers Will Figure it Out

You can't assume that customers will automatically understand the value of your features. You may be an expert in your product, but your customers are not. They are busy people who are looking for a quick and easy way to solve their problems.

If you just list your features, you are forcing your customers to do the work of translating those features into value. And most of them won't bother. They will simply move on to a competitor who makes it easier for them to understand what's in it for them.

For example, if you tell a customer that your product has a "patented fuzzy logic algorithm," they are likely to say, "So what?" You need to be explicit about why that matters. You need to tell them that the algorithm leads to "faster response times," which means they can "respond to their own customers while a customer is on the phone, rather than having to call them back."

It's your job to connect the dots for your customers. Don't make them work to understand your value.

Related Concepts:

• From Features to Benefits to Value
• Value is About Customer Goals
• Cluster Value into Themes