Focus on Consideration, Not Retention, Attributes

When you are listing your unique attributes, it's important to prioritize the attributes that customers care about when they are making a purchase decision. These are called "consideration attributes."

Consideration attributes are the things that will get a customer to consider your product in the first place. They are the features that are directly related to the customer's immediate needs and goals.

Retention attributes are the things that will keep a customer happy over the long term. These include things like the quality of your customer support, the ease of doing business with your company, and the stability of your platform.

While retention attributes are important for building a sustainable business, they are not as important as consideration attributes when it comes to positioning. A customer will never get to experience your excellent customer service if they don't see enough value in your product to buy it in the first place.

Your positioning should be focused on the consideration attributes that will convince a customer to choose your product over the alternatives.

Related Concepts:

• Focus on Features, Not Value (For Now)
• List Everything, Even the "Negatives"
• Your Opinion is Irrelevant Without Proof
• Unique Attributes