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Thursday, April 16, 2009

Meeting Needs vs. Describing Features

Products are made to meet the needs of our customers... correct? Then why do we continue to insist on writing feature descriptions rather than explaining how the features of our products meet their needs? Take this for example...

Our SW915 Digital Audio Travel Partner has something called a UHF Wireless microphone transmitter and built-in wireless signal receiver.
Now lets look at two pieces of copy that both represent this feature and see what the merits are of each.

1. "The Digital Audio Travel Partner is equipped with built-in UHF diversity wireless microphone transmitter and receiver with 8 high band Frequency choices for superior performance in high interference locations."

2."Never be frustrated with wireless microphones again with the Digital Travel Audio Partner's UHF Mic system. With 8 'crystal clear' wireless channels your guaranteed a 'clear and free' wireless signal no matter where you are."

Both of these statements essentially make the same point, but the second reaches out to the customer's needs. Solve your frustration... and here is how & why! The first leaves it up to the customer to determine not only if this product may or may not solve their problem, but also how it can help and why they should care. However the second version lets the customer know what it is that this product will do for them, and it gives them the information about the product that they need to know to understand how it can help them. Sure the first description sounds more technical, and it may appeal to audio technology experts, but for most people they simply want to know how this product will make their life easier. They may not even be aware of their need until they read about your product!

The moral of this post is simple...
Care about the need's of your customer...
Write your copy to show what needs this product meets...
and show them how the product's features make this possible!