Why do people buy things? To make their lives better. If a product does not offer life-bettering benefits...why would anyone want it? Why would they trade cash, which is life-bettering, for something that is not?
Consumers want to know...What's in it for me?".
It could be a hamburger, a car, a facial, a dishwasher, a pet or a cruise. It does not matter what the product is, the consumer is purchasing the benefit. The purchase decision is based on the consumer asking himself... "How much better will my life be if I purchase this product and how much am I willing to pay for that betterment?". If he determines the product's benefits outweigh the benefits of his cash...he makes the purchase. People buy benefits.
A 12-oz hamburger eaten at a fast food place makes my life better by satisfying my base hunger, but a 12-oz filet mignon in a 5-star restaurant also satisfies my taste, smell and visual senses. It may better my feelings of self worth that I could afford that meal, it could better my standing in the community by being seen eating in the restaurant, it may even make me a more desirable dining companion.
Both meals offer the same feature, 12-oz of beef, and the same core benefit, satisfying hunger but one costs considerably more than the other.
While sometimes, the sheer simplicity of a good juicy burger outweighs the fancy meal, more often than not, the extra features that accompany the filet mignon (menu choices, better ingredients, linens, candles, higher level of clientele, etc.) yield more benefits making it the more desirable purchase. More benefits mean more life-betterment which in turn commands a higher price. Same core benefit, satisfying hunger, could cost $2, $20 or $200 depending on how many other benefits are included.
What does this have to do with writing a product demonstration? Everything! You demonstrate the product's Features to illustrate the Benefits. No one cares that a cord is 2 feet long...until you tell them that the length will protect their family by keeping the appliance safely on the counter. It's the Benefit, that results from the Feature, that betters their life thus, the next step in writing your product demonstration is to turn all of the products features into benefits.
In my article Demo Writing Step Two, I shared ideas and methods to identify as many product Features as possible; remember, the more features your product has, especially ones that separate your product from your competitors product, the more compelling your demonstration can be. Once you have a complete list of the product features, go through each one and write out every single way that feature could make the consumers life better. How will they benefit from owning your product?
Sometimes a feature may seem boring, unnecessary or irrelevant. Do not discard them; every feature is beneficial!
Here's a trick, think of each feature and ask..."so what?". Ask this question over and over until you uncover the most basis benefit. Be a 2-year-old that continues to ask "why?".
Example feature: Your iron has Turbo Steam.
So what? More steam comes out.
So what? Your clothes will press faster and better.
So what? It saves time in the morning.
So what? I can still iron my clothes and get to work on time.
So what? I always look better at work.
So what? I impress my boss with my neat appearance.
Here's another one:
Example feature: Your item has a see-through lid.
So what? So you can see food cooking.
So what? You don't have to lift the lid and release moisture.
So what? Your food stays moist and yummy.
So what? You are perceived as a better cook!
One feature gives the customer multiple benefits. Some practical, some emotional, all life-bettering in one way or another. Imagine, your customer impresses his boss because of your iron and can be a better cook because of your see-through lid. Sounds like life-bettering benefits to me! Cha-ching!
Determining how to demonstrate those, often intangible, benefits will be the topic of the next Demo Writing article. If you need immediate guidance, contact me.