Especially in the manufacturing world — but even in areas as diverse as financial services and healthcare — companies continue to promote the features they offer. In almost every case, this is because people inside the company have worked hard to develop those features, and they want to see them front and center in marketing. But people buy benefits, not features. As the saying goes, they don’t want a quarter-inch drill; they need a quarter-inch hole. If you can’t show buyers how something benefits them or their companies, they have no interest at all in features. And unique benefits – the ones that only you can offer – are the ones that build a brand.
