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Referral and Marketing Tools Article:
"Features and Benefits Posted By : Brian Lawley"

One of the most common trap the marketing folks get into when working on technical products is focusing on the features of a product rather than the benefits to the end user. Features are great - we all want to know what is in a product and want to be able to compare it to other products. But at the same time there are many features that, while the benefits may be obvious to the Marketer or Product Manager working on them, may leave potential customers wondering why they matter.

Here's an example. Back when I was the Product Manager for the Human Interface for the MacOS at Apple, the company would routinely release


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new technologies with each operating system release. Since many of these technologies were very "cool" by technology standards they would get talked about as feature. A few examples include QuickDraw GX and QuickTime.

 

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