We’re typically pretty good at laying out the features and benefits; at explaining all the reasons why our product offering is superior to the competition’s and why it makes perfect sense that you should choose us.
Unfortunately when the consumer is overwhelmed by choice, when it’s hard to get them to even notice us–much less take the time to do the rationale calculation we are depending on–and when all too often price can be the default tie-breaker, all that focus on defining and hyping our offering may not benefit us very much at all.
If you think Apple wins because of its superiority in a head to head features comparison, think again.
If you believe folks pay a huge premium for a Louis Vuitton handbag because of the demonstrably superior raw materials, fabrication and stitching, I’d beg to differ.
The idea that the $250 cream or scent being hawked at the cosmetics counters at your favorite fancy department store “works” meaningfully better than what’s readily available at your local drug store is pure folly.
Unless it’s all about price, people buy the story before they buy the product. We get in trouble when we don’t understand the differences and the priority.