Get Customers Demonstrating.

When it comes to focusing on benefits over features by using customer-generated content, GoPro has few rivals.  They realized quickly that the more customer-created videos they can post that show their cameras used across a wide range of activities, the less they have to “sell.”  The benefits — ease of shooting, ease of editing, brilliant HD video — are right there in plain sight, prompting prospects to assume, “If they can do it, I can do it.”  Admittedly, GoPro’s products position them well for this sort of customer activity.  But that shouldn’t stop you from figuring out new and simple ways for customers to share the ways they’re using your products or services.  Make it happen, and let them do the selling for you.