I remember hearing a lot of people say that getting stuck in features is a bad marketing idea. You can pimp features as much as you like, you can make them sound cooler or fancier than ever before, people will still not care. Why? Because unless it is translated into a benefit, a feature is worthless.
It is true that there are features that we instantly associate a certain value and benefit to, but those cases are rare and they only do half of the job in the end. For example, we all know that many Gigabytes on your hardware means lots of docs, software, movies and mp3s can be stored on it. So the more they are, the better. We’re used to it and after the presentation of a computer catches our eye, we hunt down features like this one.
Gold and silver are instantly associated with a significant price. More than fake bling blings anyway. That might sell a jewelry, not as well as saying the X silver necklace will make you look classy or something similar.
Now, let’s take an air conditioning systems vendor. A high-end one, not a cheap brand with no marketing budget or the right people to handle their communication strategy. And the nice, cool differentiator and stand out bling for their product: a silver-containing filter!
How does the silver help? If they don’t explain, most people will automatically think they’ll pay more for useless, expensive metals 🙂 Which would be cool for some, if the case of the AC machine would be made of silver! But who cares there is silver in the filter? Except some chemists or AC specialists, no one will know what the benefit is. Some might simply imagine there must be a benefit added, but will it be a strong enough hunch to make them buy?
So the basic idea when presenting your product is simple: to get maximum results, emphasize some quality of the product or service that makes buyers’ lives easier, funnier, more relaxed, simply said what can you do to make their lives better?