Customers want solutions, not features

What are your products’ Hook Points? I’ll tell you what they aren’t — descriptions of your product and lists of all its features.

I know. You love your product. You love every little thing that it does, and all the ways it’s superior to your competitors’ product. And you think that if you could just tell everyone all the amazing things your product does, everyone will want to purchase.

But Hook Points aren’t just features.

You can break down all the benefits and functions of your product until you’re blue in the face, but it likely won’t move the needle. Why? Because very often, those are your product’s benefits the way YOU see them — not your customers. Customers don’t want features — they want solutions to their problems.

If you want to stand out, you have to pay attention to what your customers want and solve THEIR problems, not yours. The average person doesn’t care if their car has a V8 engine or adaptive cruise control — they buy a car because they want something safe that their teenager can drive, or something that gets great gas mileage because they’re tired of paying too much for gas. Those features are all well and good, but unless they are presented to consumers as solutions to real world problems, very few people are going to care. Once you’ve sold them on the Hook, only then do those features become important.

We see this all the time when it comes to cryptocurrencies. You can say that a coin is “decentralized” all you want, but does the average consumer care? Why would they need a decentralized currency? What problem does that solve for them? By going one step further, and talking about how this coin allows you to shop anonymously online, now you’re addressing a potential pain point. So before you start crafting your Hook Points, remember to consider your customers. What’s important to them?


Feel like there’s just one thing that’s holding you back from success? This may be the right fit for you…Register for my master class here.

Work with brendan