There is a difference between what your customers are receiving and the value that they’re getting from it that needs to be understood by everyone on your marketing team.
It’s easy to look at a product and say, this is it. This is what they get. So how can we describe it in the sexiest possible way?
That’s the wrong way to start. The right way to start is to say, what problem is this solving in their lives? How will they feel when they use our product? Why will they be happy they chose it versus something else?
Unless you’re selling a commodity - something that everyone already knows they need, and they know they can get the same thing from 10 different companies, with no visible difference between one or the other – what you’re selling is the feeling. And that feeling needs to be expressed in your marketing materials.
Apple doesn’t sell an iPhone by listing its features. Starbucks doesn’t sell a cup of coffee by telling you how it’s made. Good companies identify why their customers choose them, and play to that feeling in all of their marketing.
If I think your product can solve my problem better than any other, I don’t care that it’s a dollar more, an inch bigger, a second faster, etc. Better is better, and it has to do with the value I get and the way I feel when I use it.