“The hard truth is that nobody is interested in you, your company, or your products. Because people are only interested in themselves.”
When talking or writing about products and services, one of the hardest challenges is to focus on benefits rather than features, on solving the customer’s problems. It seems to be especially difficult for technical people. But it is critically important because it is how we matter to customers and prospects.
I found an excellent, free article on this topic — and you can read it in about 10 minutes. It talks about customer focus and a great way to get from features to benefits every time, using the “so what” method.
Even if you already understand features and benefits, we all need to remind ourselves, over and over. Because every day, we’re focused on us: our company, what we do, what we sell. We tend to describe products and services, talk about features, tell everyone how great it all is. Customers don’t care about all that! They don’t care about us, they care about themselves. They want to know that we can solve their problems.