In the world of marketing, one name that stands out as a true visionary is Steve Jobs. Known for his revolutionary products and captivating presentations, both Windows and Mac users alike can agree that Jobs had an uncanny ability to sell the benefits, not just features. Perhaps one of the most iconic examples of this skill is the introduction of the iPhone on January 9th, 2007. In this blog post, I’ll explore how Steve Jobs’ approach to marketing can teach us the art of selling benefits over feature sets and why it’s a strategy that still resonates and works today today.
Understanding the Difference: Features vs. Benefits
Before we dive into Jobs’ masterful approach, let’s clarify the difference between features and benefits:
Features: These are the technical specifications or attributes of a product. They describe what a product has or does. In the case of the iPhone, this would be a 5gb MP3 player with some additional features like calls and web browsing.
Benefits: Benefits, on the other hand, explain how those features directly improve the user’s life or solve their problems. They answer the question, “What’s in it for me?”
Steve Jobs’ iPhone Presentation: A Masterclass in Selling Benefits
Why Selling Benefits Still Matters Today
Steve Jobs’ approach to selling benefits, not features, remains relevant in today’s marketing landscape for several reasons:
Conclusion
Even as someone that has been on Team Android for the majority of my mobile phone-using life, I still acknowledge Steve Jobs’ introduction of the iPhone serves as a timeless lesson in the art of marketing. By understanding and addressing the real-world problems of your audience, simplifying their lives, creating emotional connections, allowing them to experience your offering, and telling a compelling story, you can effectively market your product or service in a way that resonates with customers and stands the test of time. Remember, it’s not about what your product has; it’s about how it can make your customers’ lives better.
Thanks for reading!
David Gengler