The power of user benefits: how top companies persuade customers to take action
In today's highly competitive market, it's crucial to have effective marketing strategies to generate ROI, reach your target audience, and stand out from your competitors.
When it comes to marketing, one of the most important aspects is how you communicate your product or service to potential customers.
However, many businesses make the mistake of focusing solely on product features, rather than communicating the user benefit.
Let's break it down a bit.
Product features are technical specifications such as size, colour, weight, and other details. While product features are important, they may not necessarily connect with your customers. People are more interested in how a product or service can solve their problems or meet their needs, rather than its technical details.
That's where communicating user benefits comes in. By highlighting how your product or service can improve your customer's life and solve their problems, you can better resonate with them and persuade them to take action. User benefits refer to the value that the product or service provides to the customer, such as convenience, time-saving, cost-effectiveness, and other benefits.
It is about showing the customer what's in it for them. Communicating user benefits helps to connect to your audience on an emotional level and persuade them to take action.
Here are some real-life examples of companies that have utilised this within their marketing strategies.
Anglepoise
This example shows Anglepoises’ manifesto which is a fantastic example of how incorporating user benefits to your marketing can be beneficial. This takes the customer into a dream-like world of the Anglepoise company's purpose; helping to convey a cosy, content feeling the customer can aspire to through their lamps.
Apple
Instead of focusing on technical specifications like screen size or processing power in their iPhones, Apple's marketing messaging emphasises the user benefit of simplicity and ease of use. Their campaigns often feature phrases like "It just works" or "Designed for everyone."
Coca-Cola
Rather than highlighting the ingredients or nutritional value of their product, Coca-Cola's marketing messaging focuses on the user benefit of happiness and joy. Their campaigns often feature people enjoying Coke with friends or family in fun, lively settings.
Uber
Instead of focusing on the technical aspects of their ride-hailing service, Uber's marketing messaging emphasises the user benefit of convenience, safety and time-saving. Their campaigns often highlight how users can get a ride with just a few taps on their smartphone, without the hassle of waiting for a taxi and with the added safety of knowing who their driver will be.
Dyson Vacuum Cleaners
Instead of just highlighting the suction power or weight of their vacuum cleaners, Dyson's marketing messaging emphasises the user benefit of superior cleaning performance and ease of use. Their campaigns often highlight how their vacuum cleaners can clean hard-to-reach areas and remove more dirt and allergens than other brands.
Nike Running Shoes
Instead of just highlighting the materials or design of their shoes, Nike's marketing messaging emphasises the user benefit of improved performance and comfort. Their campaigns often feature athletes running faster and longer, thanks to the superior technology and cushioning of Nike shoes.
To sum up, communicating user benefits is important because:
✅ Customers are more interested in the value a product or service can provide them, rather than its technical specifications.
✅ User benefit messaging is more likely to persuade customers to take action, such as making a purchase or signing up for a service.
✅ Communicating user benefits helps businesses differentiate themselves from their competitors. By highlighting the unique benefits of their product or service, they can stand out in a crowded market.
✅ User benefit messaging helps businesses build stronger relationships with their customers. By demonstrating how their product or service can improve their customers' lives, this can help businesses to build trust and loyalty.
At KDV, we've found that leading with the value that a product or service can provide to the customer helps our clients to differentiate themselves from their competitors, build stronger relationships with their customers, and ultimately increase sales.
So, the next time you're creating a marketing campaign, remember to focus on communicating the user benefit and always lead with the value you're adding to your customers' lives.
If you want more expert advice on your marketing strategies, we'd love to help! Get in touch with us here to learn more about our services and how we can work together to get your marketing working harder than ever ✨