Story Sells..

Feature + Benefit vs Desired Outcome

How to write the most relevant copy easily, yet many businesses are making the obvious mistake.


12/30/20232 min read

Wishing desired outcome come true
Wishing desired outcome come true

Shifting the Perspective: From Features and Benefits to Desired Outcomes in Marketing

In today's competitive market, it is essential for marketers to go beyond simply highlighting the features and benefits of their products or services. While features distinguish your offering from competitors and benefits showcase what it can do, customers are more interested in the desired outcomes they can achieve by using your product or service. In this blog post, we will explore the importance of shifting marketing focus towards delivering desired outcomes and discuss how marketers can effectively communicate and demonstrate those outcomes to customers.

  1. Understanding the Customer Perspective:
    To effectively market a product or service, it is imperative to understand the customer's perspective. Put yourself in their shoes and recognize that they are ultimately seeking a solution to their problem or a way to achieve a specific goal. By understanding the desired outcome, marketers can tailor their messaging and strategies accordingly.

  2. From Features to Outcomes:
    While features play a crucial role in differentiating your offering, it is important to shift the focus towards the outcomes those features can bring about. Instead of simply highlighting technical specifications, marketers should emphasize how the features directly contribute to solving the customer's problem or fulfilling their desired goals. This shift in approach helps create a more compelling narrative that resonates with the customer.

  3. Communicating Desired Outcomes:
    To effectively communicate desired outcomes, marketers should focus on storytelling and showcasing real-life examples. By illustrating how your product or service has helped customers achieve their desired outcomes, you provide tangible evidence of your value proposition. Utilize case studies, testimonials, and reviews to demonstrate the potential results and impact your offering can have.

  4. Visualization and Demonstrations:
    Beyond storytelling, marketers should use visualization and demonstrations to showcase how customers can attain their desired outcomes. Video demonstrations, interactive content, and visually appealing graphics can convey the transformative power of your offering. Additionally, incorporating user-generated content, such as before-and-after photos, can further solidify the notion of achieving the desired outcome.

  5. Evolving Marketing Strategies:
    To shift marketing focus towards outcomes, marketers should rethink their content strategy, website layout, and overall messaging. Position your product or service as the means to an end, rather than an end in itself. Tailor your content to highlight the results and transformations customers can achieve, while simultaneously portraying your offering as the catalyst for those outcomes.

Marketers need to realize that customers are not merely interested in the features and benefits of a product or service; they ultimately care about the desired outcome they can achieve. By shifting focus towards delivering desired outcomes and effectively communicating and demonstrating them to customers, marketers can create more meaningful connections, build trust, and increase the chances of turning prospects into loyal customers. So, let's steer away from the traditional feature and benefit-centric approach and focus on delivering the desired outcome, as that's what truly matters to customers in the end.

product feature
product feature
superhero is not what i want, I want people feel proud of me especially my parents
superhero is not what i want, I want people feel proud of me especially my parents