Run time: 60 seconds
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Do you understand your audience and what they really value about you?
You’ve probably heard marketers tell you to sell the benefits of your product, not its features. Well, even a product’s benefits can change depending on a section of your audience. For example, a commonly used metaphor when talking about benefits vs features is a drill. The adage goes that people buy the hole in the wall, not the drill, its power, speed or functions. However, if you take two people, what they value could be quite different:
The husband who’s been asked to do a chore for his wife may aim to keep his wife happy and wants something different from the independent woman who could want to put some shelves up without relying on someone else or paying a contractor.
As a result, functions, appearance, storage, and ease of use will mean something different to these two people. But honestly, two people who look the same on paper could still value something different.
So it’s time to go further and seriously consider the benefits for the different audiences you speak to, and that’s where market research comes in.
Next week we’ll look at the market research options available and how you’ll know which tool is best.
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