When the kids try to convince lo-tech grandma to get a smartphone, they focus on the benefits.
“You can see what your grandkids are up to and chat with us!”
Once grandma gets comfortable with a smartphone, she wants more storage and processing power. Those are features.
The rule I learned back in the 1980s was that marketing copy should explain features and benefits. In the following decades, the emphasis has turned decidedly towards benefits. I.e., tell people why their life will be better with your product.
But that’s not the whole picture.
According to pricing expert Mark Stiving, novices buy benefits, experts buy features.
You should think about this distinction in your acquisition and retention efforts. The first should emphasize benefits, the second should emphasize features.
By the way, you were explaining benefits and features all year in your engagement efforts, weren’t you?
