Mistake #4 Features vs. benefits
We’re often advised to “Stress benefits, not features.” But in business-to-business marketing, that doesn’t always work. There are many situations in which features are far more relevant than benefits. Generally, it depends what you are selling and who you are selling it too.
If you are selling an exercise bike, the consumer doesn’t really care about the intricacies of its mechanics, what you want to demonstrate are the benefits of exercising and the results it can bring about.
However, if you’ve ever advertised to engineers, you’ll know they are hungry for specs. They want hard data on drain-source, voltage, power dissipation, input capacitance, and rise-and-fall time…not broad advertising claims about how the product helps save time and money or improves performance.
The engineering and scientific marketplace doesn’t respond to jargon and ambiguity. They require facts and figures.
The real challenge of an effective direct mailer is to know who your customer is, what they want to know, and how to peak their interest with copy which is engaging and relevant to your audience.