Do you ever stop and think about what you’re really selling? In this article, we’re flipping the script on traditional sales pitches. We’re here to uncover the hidden gems of your products and services—the elements that make your customers’ hearts skip a beat.

Discover the Hidden Value of Your Products and Services.

Forget just listing features and benefits; we’re talking about tapping into emotions and experiences that drive real connections. Get ready to roll up your sleeves as we walk you through a thought exercise that will help you figure out what you are really selling.

We complete this exercise with our clients during their customer persona development projects. Knowing your customers—what makes them tick, what gets them excited—lays the groundwork for killer marketing strategies that hit the bullseye. For more on developing customer personas, check out our article, Customer Personas: Your Guide to Marketing Success.

By the end, you’ll not only know what you’re really selling but also how to communicate it in a way that makes your audience say, “I need that!”

They Don’t Tell the Whole Story!

Alright, let’s cut to the chase. If you think your product’s features and benefits are enough to woo your customers, you’re living in a marketing fairy tale.

Here’s the cold, hard truth: most people don’t care about your product’s features and benefits as much as you do. Ouch, right? But hang in there; it gets better.

Why Features and Benefits Aren’t the Whole Story

Focusing solely on features and benefits is like reading a recipe to someone who’s starving. They want to know what’s for dinner, not the ingredients. Your customers are looking for something more than just a list of what your product can do; they want to know how it will improve their lives, solve their problems, or make them feel amazing.

Your product or service features are the factual statements about what your product or service does. For example, “Our gadget has a 20-hour battery life.”

The benefits explain what the features mean for the customer. For example, “You can use our gadget all day without needing to recharge it.”

When you’re selling your gadget, what you really want to say to your customer is, “Feel confident knowing you won’t be left stranded without power during your outdoor adventures.”

Features and benefits are important, but they aren’t the sales pitch you need to deliver to generate interest in your product. You can’t move away from them entirely. Instead, use them as a bridge to reach the deeper emotional and experiential value your product or service offers.

Common Features and Benefits That Businesses Emphasize

Let’s take a stroll down the list of usual suspects. Here are some classic features and benefits businesses love to brag about:

Moving Beyond Features to Create Lasting Connections.

Now that we’ve established why focusing on features and benefits is a one-way ticket to Snoozeville let’s dive into what really sells: experiences and emotions.

Selling Experiences and Emotions

People don’t just buy products; they buy the feelings and experiences those products promise. When you tap into these deeper aspects, you create a connection with your customers that goes beyond the transactional.

Think about it.

Why do people shell out big bucks for a pair of Nikes? It’s not just about the shoes; it’s about the sense of achievement and motivation that comes with wearing them. Nike isn’t selling sneakers—they’re selling the idea that you’re an athlete, no matter your skill level.

Let’s look at a few more examples:

MasterCard: Their “Priceless” campaign is a perfect example. They’re not just selling a credit card; they’re selling the priceless moments and experiences you can have because of it.

Coca-Cola: When you think of Coke, you probably think of happiness, sharing, and togetherness. Their marketing isn’t about the soda itself but the joy and connection it brings.

De Beers: The “A Diamond is Forever” campaign transformed diamonds from mere stones into enduring symbols of everlasting love and commitment. When you think of diamond rings, you don’t just see a piece of jewelry; you envision a lifetime of love, happiness, and unbreakable bonds.

By focusing on experiences and emotions, these companies create powerful, lasting connections with their customers. They understand that what they’re really selling is a feeling, a lifestyle, a sense of belonging.

This isn’t just a tactic that the big guys use. I just like to pull in some well-known examples to help paint a picture. Let’s look at a few examples from marketing projects LM Creative has worked on in Manitoba:

Resorts: “Our resort has 10 rooms, a heated pool, and a restaurant” Yawn. How about telling me I’ll experience ultimate relaxation, make lasting memories with my loved ones, and return home feeling refreshed and rejuvenated?

Community Development: “Our town offers tax incentives, affordable housing, and business grants.” Meh. How about showing me that moving here means becoming part of a vibrant community, enjoying a higher quality of life, and having endless opportunities for personal and professional growth?

Long Distance Truck Driver Recruitment: “We offer competitive pay per mile and yearly bonuses.” Snooze. Tell me about how I’ll have a safe working environment, a healthy work-life balance, and more time to spend with my family and friends.

Hiking Trails: “Enjoy our 16km looped hiking trail.” Zzz. How about telling me I’ll be walking among four-foot ferns, traversing over granite outcroppings, and possibly encountering an elk on the path, making me feel like I’m on an adventure in the heart of nature?

See the difference? Features and benefits are important, but they’re just the tip of the iceberg.

A Thought Exercise to Uncover Your Product’s True Value

So, how do you figure out what you’re really selling? It’s pretty simple. Here are the steps to uncover the deeper value your product or service provides to your customers.

This is an exercise in brainstorming, so don’t stop yourself from jotting down even the weirdest ideas. Sometimes, the most insightful discoveries come from exploring different angles and perspectives. Let that creativity flow.

List Your Product’s Features and Benefits

Okay, I know we’ve been saying to think beyond features and benefits, but you need to start somewhere.
Start by listing all the features and benefits your product or service offers. This could include technical specifications, functional capabilities, or specific outcomes it promises. For example:

Community Development: If you’re promoting a rural community, list features like affordable housing, local schools, and business grants. Benefits might include a higher quality of life, a supportive community, a safe community and opportunities for local entrepreneurship.

Non-Profit Organization: If you’re running a non-profit, list features such as volunteer programs, community events, and educational workshops. Benefits could include fostering community engagement, providing valuable resources, and creating a sense of belonging.

Tourism Operators: If you’re a tourism operator, list features like guided tours, local accommodations, and unique experiences. Benefits might include unforgettable memories, cultural enrichment, and stress-free travel planning.

By starting with a list of features and benefits, you lay the groundwork for uncovering the deeper value your product or service provides to your customers.

Ask, “Why Does This Matter to My Customer?”

Once you have your list, dig deeper into each feature and benefit by repeatedly asking yourself, “Why does this matter to my customer?” This process helps you move beyond the obvious and explore the underlying reasons why customers would find each feature valuable. Here are some examples:

Community Development: If you’re promoting affordable housing, ask your customer why this matters. The core value might be the financial security and peace of mind that comes with owning a home in a supportive community.

Non-Profit Organization: If you offer volunteer programs, ask why this matters to your customer, your donor, and your community. The core value could be the sense of fulfillment and purpose that comes from contributing to a meaningful cause.

Tourism Operators: If you provide guided tours, ask why this matters to your customer. The core value might be the stress-free experience, learning a skill or activity, and the opportunity to create lasting memories without the hassle of planning.

By continually asking, “Why does this matter?” you can uncover the deeper emotional and experiential benefits that resonate most with your customers.

Identify the Emotions or Experiences Associated with This Core Value

For each reason identified in Step 2, dive into the emotions or experiences tied to this core value. Consider how your product or service enhances your customers’ lives, solves their problems, or fulfills their desires on a deeper emotional level. Here are some examples:

Community Development: If the core value of affordable housing is financial security, the associated emotions might be relief, stability, and hope for the future. Customers may feel a sense of belonging and pride in being part of a supportive community.

Non-Profit Organization: If the core value of volunteer programs is a sense of fulfillment, the associated emotions could be joy, purpose, and connection. Volunteers might feel empowered and inspired by their contributions to a meaningful cause.

Tourism Operators: If the core value of guided tours is a stress-free experience, the associated emotions might be relaxation, excitement, and happiness. Customers may feel enriched by cultural experiences and create unforgettable memories.

Evaluate the Impact on Customers’ Life

Reflect on how these emotions and experiences impact your customers’ lives. Are you helping them feel more secure, confident, or joyful? Are you enabling them to achieve personal or professional goals more effectively? Will they be able to unwind and relax if they stay with you? Will they enjoy a higher quality of life if they move to your community? Will they enjoy a safe working environment and be able to spend time with family? Will they feel like they are on an adventure in the heart of nature? Here are some examples:

Community Development: If the core value of affordable housing is financial security and the associated emotions are relief and stability, the impact on customers’ lives could be a higher quality of life, reduced financial stress, and a stronger sense of community belonging.

Non-Profit Organization: If the core value of volunteer programs is a sense of fulfillment and the associated emotions are joy and purpose, the impact on customers’ lives might be increased personal satisfaction, a deeper connection to the community, and enhanced mental well-being.

Tourism Operators: If the core value of guided tours is a stress-free experience and the associated emotions are relaxation and excitement, the impact on customers’ lives could be unforgettable memories, reduced travel anxiety, and a greater appreciation for cultural experiences.

By understanding the impact your product or service has on your customers’ lives, you can better communicate its true value. This deeper connection can lead to stronger customer relationships and long-term loyalty.

Put it All Together

The final step is to collect your thoughts and combine them into compelling marketing copy that connects with your audience on an emotional level. Use these insights to create messages for your website, brochures, social media posts, and any other marketing materials. Focus on conveying not just what your product or service does but how it will enrich your customers’ lives. Here are some examples:

Community Development: Highlight the sense of belonging and improved quality of life. For example, “Join our vibrant community where affordable housing and local support make your dreams of a secure, happy life come true.”

Non-Profit Organization: Emphasize the fulfillment and purpose. For example, “Be a part of our mission and experience the joy and connection that comes from making a real difference in your community.”

Tourism Operators: Focus on unforgettable experiences and relaxation. For example, “Discover the stress-free adventure of a lifetime with our guided tours, where every moment is designed to create lasting memories and pure joy.”

By understanding and effectively communicating what you really sell, you’ll attract new customers and build stronger relationships that lead to long-term success.

Creating Messages That Resonate and Engage Your Audience

Final Thoughts on Figuring Out What You’re Really Selling.

Armed with these insights and strategies, it’s time to take a fresh look at how you are selling your products and services. Challenge yourself to go beyond the surface and uncover what truly sets you apart.

Use the power of storytelling, emotional appeal, and clear messaging to connect with your audience on a deeper level. Whether you’re creating a social media post, updating your website, or creating a new brochure, remember to emphasize the value and experiences that matter most to your customers.

By understanding and effectively communicating what you really sell, you’ll not only attract new customers but also build stronger relationships that lead to long-term success.

Foundational Marketing Strategies for Manitoba

Imagine the benefits of a strategic approach designed just for you, optimizing your resources, and achieving your objectives. With LM Creative, you get the certainty of a well-thought-out plan and the peace of mind that comes from working with proven professionals.

Don’t just sell products—sell the experience, the emotion, and the value. Let’s take your business to the next level.

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