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What is the customer actually needing to buy?

We all know that it’s the most elementary marketing mistake to sell the features of the product, not the benefits it brings to the customer. But another way to look at this is to ask: “what is the customer actually needing to buy?” In many cases it’s not even the action which the product performs, but simply a requirement to have it. For example, take safety-related products. Your customers need to comply with certain regulations, and your product supplies that compliance. Making that leap to identifying what it is that your customers are actually buying has been the basis of some of the most successful marketing ever. Ask yourself again and again: “Why would anyone need this product?”

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