It’s been said by many prominent and successful marketers that marketing content should talk about benefits rather than features. I see that as valid, if you’re addressing an audience that’s still in the early stages of a buying cycle. At that point, they may be undecided about whether or not what you’re peddling is worth the cost, effort or risk.
The Big Mistake
If they’re beyond the point of being simply intrigued, though, they’ll most often transition into a comparison mode, looking also at your offering’s price and features against their other options. This is the point in the cycle at which many marketers will shift their content’s focus from benefits to features.
If all the other options are presented the same way, then the customer will be comparing apples and apples. But let’s think a moment about the process the user is going through.
Somehow, their initial attention is captured and they view a page – maybe yours, maybe a competitor’s. They’re intrigued enough to absorb some of the information, and hopefully, their interest grows sufficiently that they do some comparison shopping.