A central business problem (and opportunity – these usually come in pairs) is to figure out who your customers are, what they value and how they talk about what they value.
A key concept FAB – Features and Benefits. Companies reflexively think about their products and services in terms of features. This is especially true of technically based ones – software, internet, medical, etc. Customers on the other hand buy Benefits. And most crucial to the concept of Benefits is that the customer decides what they are. Value is defined by the customer……
A classic example from the world of Web marketing is: people do not search for inexpensive airline tickets, they search for cheap tickets.
So, to round out this little rap, we need to understand who our customers are, what they value, and how they talk about that value.
Here is a link to a TED video I stumbled on that illustrates some of these principles: Amy Lockwood: Selling condoms in the Congo