Talk features, not benefits

The conventional marketing wisdom is to emphasize product benefits rather than features.

Is it universally true? Are there products or customers for whom the features are more important than the benefits? Think for example of technical products such as tools or platforms for software developers.

I prefer to learn about the features because the benefits are too vague, focus on average users, and often feel unrealistic or patronizing. I wonder how representative I am.

The features let me figure the benefits that are important to me, which those promoting the product may not even think of.

If I know the product domain well, the features suggest the benefits I can get out of it. Or I may plan to use the product in ways the vendor didn't intend or anticipate in their benefits-oriented communication.

If you pitch a product to me, skip the benefits and talk features.


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