We may think we’re marketing a “product,” but what the customer wants to buy is a solution. The customer cares less about features (what it is) than benefits (what it DOES for them). Features and facts may help them justify a purchase with logic afterward, but the decision to buy, the benefits they are seeking, are largely emotional.
If the customer wants to buy a solution or the benefits of the product, that’s what our whole campaign should be marketing, shouldn’t it?
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