Let me just cut to the chase. Clients don’t care about your latest product’s features.
“New and Improved!” Did it suck before? How is it new?
“Fresh New Taste!” Hmm. What did it taste like before… less than fresh?
“Version 1.2 now with Improved User Interface and Faster Load Times” Why do I, the buyer, care about that? That means absolutely nothing to me. Sure, it matters to the in-house development team that just worked 12 months to launch the latest software release.
But what about the person considering purchasing the product?
So stop talking about features. No one cares but the company making it.
What’s in it for me? If your product has a new user interface, tell me how it matters to me.
“Acme App now has a customizable dashboard so you can put your top 5 favorite functions at your fingertips”
Instead of talking about faster load times, tell the buyer how it will make their job easier, more efficient, or make them look like the company hero.
“XYZ software has load speeds 8x faster than the competition, letting you double your report production WHILE batch processing inventory adjustments!”
To better sell (and create) a product, first understand what problems customers face. Then try to solve those problems. When you sell a product, talk about the problems you solve.
You’re not solving faster load times; you’re making it so the user can run those reports faster and finally be home in time for dinner.