Author: Edward Beckmann Date: To: hampshire Subject: Re: [Hampshire] [OT] Letter to investors
Keith
Nicely put. So often we see features (which are addictive to add when you
are designing / producing a product) with diminishing benefits. As you quite
rightly point out, people generally need solutions to their problems, unless
your product falls into the 'mine has something yours has not' category.
Damian
Once you have the benefits nailed then you compare the benefits to the
competition's list and honestly ask 'which benefits are so much better in
yours that they would people pay extra money for or leave their current
choice?'.
Simplest way to do all this is to make a list of your types of 'customer' -
large corp, small corp, school etc. and use them as column headings. Then
list your features in rows of a table and tick the columns where these
features are benefits. Put a double tick where it is a killer benefit. Where
two cols have similar ticks, they will respond similarly to the same
marketing material. Where they differ, you need to send a different message.
Where a feature results in no ticks dump it.
