The #1 mistake marketers must avoid.
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The number #1 error most marketers do
The more content I read about SaaS products, the more I realize that most marketers/ content creators write for themselves and not for their audiences.
This a harsh statement, but here’s why …
As a marketer, you’re in charge of promoting your company’s products or services
You focus on what the product or service you have to promote does
You underline the most developed features you’ve worked so hard to develop
… and that’s it.
Well, that’s a ❌ wrong approach!
90% of content out there talks about features.
Instead of focusing on features, marketers/content creators should focus on:
✅ BENEFITS/ OUTCOME
= the result users will have by using a product/service
To make it easier for you:
a feature is “what something is”
a benefit is “what users can do or accomplish with it”
Examples:
Phone Case
feature: phone case
benefits/outcome: protects your phone from any fall
Umbrella
features: umbrella made of cloth and wood, wind-resistant
benefits/outcome: stay dry even in strong rains and winds
lemwarm
features: automated warm-up and deliverability booster that allows you to personalize your warm-up process and helps you reach a high deliverability score
benefits/outcome: keep your emails away from the spam folder and make sure your prospects read them
When marketing lemwarm, my team and I focused 100% on what the tool does for the user, so they can understand exactly how lemwarm helps them. Features are important, but your audience doesn’t care about the explanation behind each of them … they just care about what they can achieve with your product/service.
In short, people buy things that can improve their lives, solve their problems, etc. - so make sure your messaging/landing page/tagline/articles focus on “what’s in it for them”, aka on the benefits/outcome.
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Thanks for reading this!
Roxana