In order to market your product or service effectively, you need to understand what is your real product.
Your product or service is not a list of features. I have heard so often people describing their product or service to me as a whole bunch of features:-
“It’s made of the hardiest materials”
“The design of the micro-circuits came from Germany”
“Our accountants prepare your tax return using their skill”
“The contracts our lawyers draw up include all the legal requirements”.
Features don’t sell products. Customers don’t look for features, they look for the benefits your product provides them and that meets their needs. No one needs “hardy materials” or small German circuits or a skillfully prepared tax return, or even a contract that contains everything it should. People buy something that “lasts forever”, a device that’s small, a tax refund, legal peace of mind.
This video below provides the how and why of getting to know your real product.