People are not buying a drill when they shop at their local hardware store; Instead they’re buying the benefits of that drill – a hole. When I purchase a new laptop with a bigger processor, I’m buying the benefits of increased productivity. I don’t give a rip how many gazigahertz (my term) it has.
The bottom line is that people purchase the benefits of what your product or service can do for them. Sadly, the techies writing the web pages and packaging for software these days still don’t get this revelation.
This is an ad for Sound Forge 9 by Sony:
“The Sound Forge 9 professional digital audio production suite includes everything you need to quickly get from raw audio to finished master. Use this suite to create and edit stereo and multichannel audio files with speed and precision. Efficiently analyze, record and edit audio, digitize and restore old recordings, model acoustic environments, design sound for multimedia, and master replication-ready CDs.”
This is horrible sales copy. Don’t sell me on Features. Tell me how this audio editing program is going to help me meet my production goals.
