0

Why Not Make a List?

Posted February 26th, 2019 in blog, marketing, strategy, thoughts and tagged , , by Gary

I have come to the conclusion that I hate features. Not feature films, mind you. But those annoying things that are supposed to make a product or service better. If I am going to buy a television, I would like it to be big and have a really good picture. Do I need it to levitate? Or serve dinner?

Those qualities would be nice, of course, as I wouldn’t have to hire someone to hang the plasma on my wall and I could finally fire my butler. Seriously, though, by features, I am talking about the clutter that gets in the way of understanding why people make decisions. More importantly, this clutter gets in the way of companies defining the human value of what they do.

I am not saying that the various, specific qualities of a given product are not important, but they often get in the way of what should be the underlying theme driving your marketing message. As a colleague once said about silk underwear: if you have gotten to the romantic point where you are in your undergarments in the presence of another human being, you really should be able to close the deal.

Even in briefs.

Once you begin enumerating the various qualities of your product, you have basically said that there aren’t any substantial differences between you and your competition. You have admitted that your brand isn’t a brand at all, just a list of various qualities that no one has figured out how to explain in a way that would make someone care.

Too many times have I met with companies that explain what they do by explaining what they do. I would like to know why they do it, or at least get the feeling that they understand the role that they are playing in the great human comedy: It’s how they define that role that makes them special.

And then your brand can become my brand, from California to the New York Island.

Woody Guthrie would kill me.

Share/Save

Leave a Reply