Comments on: The Real Truth About Benefits vs. Features http://www.nickthacker.com/2009/06/the-real-truth-about-benefits-vs-features/ Social Media Marketing, Small Business Success, Marketing Tips & Advice Thu, 02 Sep 2010 19:15:40 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Shaun Sayers http://www.nickthacker.com/2009/06/the-real-truth-about-benefits-vs-features/#comment-432 Shaun Sayers Sun, 29 Nov 2009 14:03:13 +0000 http://www.nickthacker.com/?p=219#comment-432 The dynamics of human behaviour scramble my brain from time to time I must admit. On the one hand I find myself completely agreeing with everything in your post, but on the other hand I see consumers seduced by numerous "features" as opposed to obvious "benefits" and also being heavily influenced by herd behaviour. What I mean by that is, say, with the example of a new electronic gadget (like a phone handset). Right now people are unquestionably seduced by "features" and the need to have a gadget with more features than your friends'. Then when a product takes hold, reaches a critical mass of users (and disciples maybe) herd behaviour kicks in. As a species we are unique in that we can be easily be persuaded to want something we actually have no need for. And this is where this general rule sometimes starts to break down for me. Not that I can figure it out Great article, though The dynamics of human behaviour scramble my brain from time to time I must admit. On the one hand I find myself completely agreeing with everything in your post, but on the other hand I see consumers seduced by numerous "features" as opposed to obvious "benefits" and also being heavily influenced by herd behaviour. What I mean by that is, say, with the example of a new electronic gadget (like a phone handset). Right now people are unquestionably seduced by "features" and the need to have a gadget with more features than your friends'. Then when a product takes hold, reaches a critical mass of users (and disciples maybe) herd behaviour kicks in. As a species we are unique in that we can be easily be persuaded to want something we actually have no need for. And this is where this general rule sometimes starts to break down for me. Not that I can figure it out

Great article, though

]]> By: The “Big 3″ of Small Business Marketing: Business Cards, Postcards, & Brochures | Nick Thacker http://www.nickthacker.com/2009/06/the-real-truth-about-benefits-vs-features/#comment-415 The “Big 3″ of Small Business Marketing: Business Cards, Postcards, & Brochures | Nick Thacker Wed, 18 Nov 2009 07:42:39 +0000 http://www.nickthacker.com/?p=219#comment-415 [...] Brochures should be seen as the Holy Grail of your marketing goody bag, as the final player in your first contact marketing, or as a final product “sales sheet” for your prospects. Small businesses often misuse brochures, incorporating bad design and crappy copy with useless images and too many descriptions of their products’ features and not benefits. [...] [...] Brochures should be seen as the Holy Grail of your marketing goody bag, as the final player in your first contact marketing, or as a final product “sales sheet” for your prospects. Small businesses often misuse brochures, incorporating bad design and crappy copy with useless images and too many descriptions of their products’ features and not benefits. [...]

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