How to Use Benefits as a Competitive Advantage : Social Media Examiner
Want your product or service to stand out in a crowded marketplace? Looking for a compelling way to position your brand?
In this article, we’ll explore how to use benefits and outcomes to differentiate your business.
This article was co-created by Allen Weiss and Michael Stelzner. For more about Allen, scroll to Other Notes From This Episode at the end of this article.
Why Are Brand Benefits Important to Marketers?
In today’s competitive business landscape, companies must deeply understand their target customers and how to position their products or services compellingly.
In 1960, Theodore Levitt explained a simple but powerful idea: People don’t want a quarter-inch drill bit. What they actually want is a quarter-inch hole. In other words, customers don’t buy features—they buy benefits. They buy the positive outcomes and experiences they believe your product or service will deliver.