Focusing on the Why

Another common error in marketing communication is focusing on the product or service description including its functions and features rather than focusing on the end customer benefit, the why. People will read further once you have gotten their attention. And you get their attention by speaking to one of their desires, fears or problems. Only after you have captured their attention in that way can you begin to talk about your solution to their problem.

Always begin by speaking to the customer's desires, fears or needs:

• Saving you time
• Saving you money
• Making life easier
• Simplifying your life
• Reducing your stress
• Keeping you safe
• Increasing your comfort
• Entertaining you
• Strengthening your reputation
• Getting you out of a bind
• Solving a difficult problem

When writing marketing copy, always think from the customer's perspective, not your own. Further, organize the information from the customer's perspective, not your own. Often, internal departments, divisions, categories, programs or even product groupings do not make sense to the customer. Organize what you are saying into the categories that the customer understands. 

The bottom line is that you need to emphasize emotional, experiential and self-expressive customer benefits rather than product functions, features or attributes. Only address the latter (product attributes) when they can be used as proof points for how you will deliver the former (customer benefits).