What’s the goal of your marketing? Are you trying to make a point and be right? Or are you trying to get your message out? Those are two different things.


If you say something that people don’t agree with, they will twist and contort your words or find a way to discredit you in order to keep their beliefs and assumptions whole. If you disagree with this, and have a good reason, you just did it!


Stop trying to change people’s minds. Instead, inspire.

The best way to scare off, annoy, or bore potential customers is by bombarding them with logic, reasoning, and facts alone.


Prospects may be interested in what you say early on, but without connecting those attaching those facts to emotions, they will fizzle out early before they convert to becoming customers… unless you appeal to the heart.


This doesn’t mean you need to make them cry, but it does require empathy, and putting yourself in their shoes to see what your product or service will do for them. How it will make them feel, what kind of status it gives them, what it helps them do, and what THAT makes them feel like.


As Roy H. Williams says, “The intellect will always create logic to justify what the heart has already decided.”

Three ways to think about features & benefits:


  1. The phrase “which means”… Translate features into benefits. “An adjustable seat, which means, a more comfortable ride.”

  2. Lead with benefits if you are solving a new problem they didn’t know they had. “An app that does your laundry.” Also called a value proposition.

  3. Lead with features if you are competing with others solving the same problem as you, and your features will help you differentiate. Also called a unique selling position.


These are not mutually exclusive, but there are relationships between features and benefits you need to understand.

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