"The Three Steps to Create Great Value Communications
Step 1: Develop Crystal-Clear Benefit Statements—Not Feature Descriptions
A company that excels at value communications articulates its products' benefits in meaningful terms to customers. This is not about describing product features. A feature belongs to the product; a benefit belongs to the customer. Value is a measure of the benefit to the customer. Communicate benefits, not features. Take each feature and ask yourself this: What does the customer achieve because of this feature? If you are still unsure about how to phrase your product's benefits, probe your customers about their pain points and how your product would solve them.
To be more specific, when you create a value message, you should determine the customer purchasing criteria and how your product or service might perform on those criteria compared to existing alternatives. Such information can be captured in a 2 x 2 matrix that we call the matrix of competitive advantages, or MOCA for short. (See Figure 10.4 for an example.)
The benefits your product delivers that are most important to customers and that competitors can't match (top right quadrant) are the ones to emphasize in your sales and marketing messages."
Qual o problema com este passo 1?