Confused? Take my own SaaS product, SparkLoop, as an example... When someone asks me what SparkLoop does, should I say something like...
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"a SparkLoop referral program is the easy, affordable way to grow your newsletter audience faster" or should I say... "SparkLoop makes it super easy to add any kind of referral program to your newsletter. It plugs straight into your ESP and website with no setup needed"
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Looking at what I just wrote, probably neither
But the 'real' answer is that it depends on the visitor's awareness levels!2 odpowiedzi 0 podanych dalej 4 polubionePokaż ten wątek -
If the visitor reaches your site after googling "how to set up a newsletter referral program like Morning Brew" then they have high awareness levels. You can be pretty sure they already know the *benefits* of what SparkLoop does, so you can talk more about *features*.
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If, OTOH, the visitor has a low awareness level, then you need to explain the *benefits* of SparkLoop (how it will make their lives better) first. Nobody will stick around and read about the features of some tool if they don't understand damn well what's in it for them first.pic.twitter.com/E1cmtEtLHd
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What if you don't know your audience's awareness levels though? In that case, it's important to remember the following...
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Tell someone "here's how your life will better with my product" (the benefits) first... and they'll scroll until they understand how you do it (the features). But lead with the *features* of your product? The visitor will be gone before you can say "look at the benefits".
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Two final thoughts... 1) I can understand why
@mijustin's personal experience of 'benefits vs features' for Transistor would make him sceptical. His audience already has high awareness. They get why podcast hosting is useful. For them, features == benefits (sort of).3 odpowiedzi 0 podanych dalej 1 polubionyPokaż ten wątek -
W odpowiedzi do @louisnicholls_
You’re missing all my other experience doing product and marketing for SaaS companies since 2008.
Before that, I was in the snowboard industry (starting in 2001).
In most cases, purchasing behavior is driven by desire for the product category (“email newsletter”) or brand.1 odpowiedź 0 podanych dalej 1 polubiony -
W odpowiedzi do @mijustin
My bad. You said you were “*increasingly* skeptical” of benefits > features. So I thought it safe to assume your recent experiences with Transistor had skewed/clouded your previously excellent judgement
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My thoughts all fall under the umbrella of “the market you’re in will determine most of your growth.” I’ve worked in categories that had low demand. In some cases I could “juice conversion” by highlighting benefits. But overall, a category with strong demand was better.
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