People Don't Buy Products, They Buy Better Versions of Themselves (2014)
4 hours ago
- #marketing
- #copywriting
- #customer-psychology
- #features-vs-benefits
- #product-positioning
- Steve Jobs marketed the iPod by focusing on its benefit ('1,000 songs in your pocket') rather than its features ('1GB storage').
- People buy products to become better versions of themselves; they care about benefits, not features.
- Features describe what a product does; benefits explain why those features matter to the customer.
- tagline examples: Evernote ('Remember everything'), Twitter ('Start a conversation'), Nest Thermostat ('Saving energy is a beautiful thing'), LinkedIn ('Be great at what you do'), GitHub ('Build software better, together').
- Buffer uses benefit-focused marketing ('Grow your audience'), not feature-focused messaging.