"Secret Sauce" or Technical Nonsense - Marketing Fundamentals
Excerpt from "The 7 Essential Steps to Successful eBay Marketing."
“Secret Sauce” Features vs. Technical Nonsense
Some vendors and manufacturers crave differentiation so desperately that they devise strange, incomprehensible product features. They get into all kinds of trouble describing crazy features and “XM-3000 performance statistics” that are lost on the potential customer’s dream receptors.
If your product really does something different, if it’s oozing with “secret sauce,” then certainly highlight that. However, do it by connecting with buyer benefits and keeping it simple.
Here’s a good benefit list about a Palm handheld device that was listed on eBay:
• Read and reply to your business and personal e-mail.
• Send an SMS message and collaborate quickly with colleagues.
• Type an e-mail to your team on the thumb keyboard.
• Use the phone feature to make a call and take notes at the same time.
• Edit spreadsheets, documents, and presentations on the Tungsten W handheld’s crisp, high-resolution color screen.
• Keep track of calendars and contact information.
Notice the seller didn’t lead with confusing features like “Motorola MC68VZ328 33 MHz Display, TFT active matrix - reflective - 16-bit (64K colors).” Those may be important when it comes time to compare the device to others, but the dream needs to be sold first.
P.S. Amazon.com knocked 32% off the cover price of "The 7 Essential Steps to Successful eBay Marketing" (McGraw-Hill, 2005). Walmart.com sells if for 36% off!
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