Technology Marketing by Tatum MarketingJust another WordPress weblog

“Studies have demonstrated that when a person can’t connect emotionally with whatever task he is undertaking, he will not be able to make a decision.” This is an observation made by Bryan & Jeffrey Eisenberg in their terrific marketing book Waiting for Your Cat to Bark. (Highly recommended reading for any technology marketer.)

How do you connect with a business technology buyer’s emotions? By focusing your marketing copy on the benefits your product or service provides.

As the Eisenberg brothers say “benefits are based on people; features are based on things”.

It’s relatively easy to list your product’s features. It takes a little more thinking to translate those features into benefits for your prospects. But, if you aren’t willing to take the time to figure out the benefits, how can you expect your prospects to do it?

If they don’t understand the benefits, they’re not going to buy. It’s a simple as that.

There’s an age-old saying in marketing that people don’t buy 1/16 inch drill bits. They buy 1/16 inch holes. In the same way, people don’t buy reduced footprint electronic optical components. They buy the ability to cram more components in a smaller space.

So, don’t get lazy. List your features, but don’t stop there. Tell your prospects why they should care.

[tag]technology marketing, tatum marketings[/tags]