Why Feature-Selling Fails
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Why Feature-Selling Fails
When customers buy your product or service, what exactly are they buying? Are they buying the features that you offer, or are they buying something else, something you may never have mentioned in any of your marketing and advertising material?
The most effective advertisements often never mention features. The Apple iPod has become one of the most ubiquitous products on the market today; it has numerous competitors, many of whom constantly promote their features, not to mention their cheaper price, yet the iPod dominates the field and their commercials are basically entertainments that ignore features altogether: what Apple is selling is the endorphin-producing experience of having your favorite music available anytime you want it; once the consumer buys into the experience, it is merely a question of which iPod to choose. The decision
