Back to Basics: Elements in the Product Story

Many people misunderstand the terms Value Proposition, Benefits, and Features, leading to confusion in product marketing. A Value Proposition is a statement of the solution to a customer's problem. Benefits are the outcomes that customers get from using a product, while Features are the facts or attributes that make a product valuable. There are different types of benefits that should be used in product marketing, including objective, psychology, positive emotional, emotional relief, problem-solving, economic, and vanity. It's important to work backwards in product marketing and start by compiling a list of features, adding a value proposition and benefits later, and developing a benefit statement for each advantage.