Product Value and Benefits

Once you have categorized and described your product, your prospect quickly turns to the question

Why should I care?

In other words, the prospect needs your product messaging to tell him/her what value to expect from your product.

To answer this question, you must understand which audience your prospect comes from and what will most attract his/her interest.

It is important you hone in the one or two benefits that are most likely to appeal to your buyer. More isn't better. The longer the list of benefits, the less impact they will have.

Lead with the strongest value statement for your audience.

For example, let's say that you are selling a Volvo SUV to a man and wife who have two, young children. For the husband, a key value may be that the vehicle meets safety standards more stingent than the government regulations. For the wife, a key value may be the ease with which she can load and unload her children from their car seats.

Critical Success Factors

• Different audiences will often be interested in different values.

Buyer personas help you focus on the needs, pains, and challenges that motivate a prospect to take action. In the example above, a product marketer would want to have buyer personas for both the husband and the wife.

• Value and benefit statements are not about your product in isolation.

They are about your product as it is compared with a buyer's best alternative. Value propositions help you focus on those benefits with the greatest comparative impact for your audience.

Next question, How is your product different?

Talk with a product messaging expert now.
Call Applied Product Marketing at (650) 218-3104.