Memecast #35: Nobody Cares about Your Features

<p><span style="font-weight: 400;">Nobody cares about your features. They only care about what value your features provide them. </span></p> <p><span style="font-weight: 400;">That happens to be one of my favorite sayings. ‘</span><em><span style= "font-weight: 400;">Nobody cares about your features.’</span></em></p> <p><span style="font-weight: 400;">And what's pretty fascinating is when you look at companies' webpages, what do they talk about? </span></p> <p><span style="font-weight: 400;">They talk about their products. They talk about their features and it's true. Nobody really cares.</span></p> <p> </p> <p><strong>“Nobody cares about your features. They only care about what value your features provide them.” - Mark Stiving</strong></p> <p><span style="font-weight: 400;">Actually experts can look at one of your features or look at your product and say, yeah, I know what that does for me.</span></p> <p><span style="font-weight: 400;">I know what value, I'm going to be able to get out of this. But how many people are truly experts when they're shopping for your product? </span></p> <p><span style="font-weight: 400;">Most people look at your features and don't know if that's important or not. They don't know if they need it. </span></p> <p><span style="font-weight: 400;">They don't know how much value they're going to get from it.</span></p> <p><span style="font-weight: 400;">If they buy your product and use that feature a much better approach is to think about value. </span></p> <p><span style="font-weight: 400;">What does value mean to your customer? And I can tell you what value actually means. It means they have a problem. Can you identify with the problem they're looking for a result? </span></p> <p><span style="font-weight: 400;">What's the result they're hoping to achieve and achieving that result provides value to them.</span></p> <p><span style="font-weight: 400;">In the B2B world, that value is measured in dollars in increased profitability. </span></p> <p><span style="font-weight: 400;">Our job needs