Everyone loves buying things. At least, I know I do. Just recently I bought a sweet new camera.
When I showed my best friend and partner in crime, the first thing he asked was, “Why would you buy that one?”
Well…because the camera fit all of my needs.
My online search led me to a promotional video for Samsung, highlighting their new camera’s ability to take perfect, crisp selfies, with a screen that turns around so you can see what you capture. It showcased stylish amateur photographers easily carrying their compact, hipster camera. I could also share it with my phone and easily upload to Instagram or Facebook immediately after taking the picture. Perfect!
While the video listed a few features of the camera, the focus was on the user experience, and how those features could be used to benefit the people using the camera. This artsy camera will make my next trip or friendly outing complete.
Their tactic worked; I went with this camera. Other models focused on what the camera could do, rather than what it could do for me. Sure the other cameras “reduce image noise,” but I just wanted to share my delicious food with all my friends, and look cool doing it.
I wanted what the camera could give me, rather than the camera itself.
This situation shows why emphasizing the benefits of a product is infinitely more important that blatantly listing its features.