The methods are well known. A marketer who provides full, balanced information about his product, including clear product comparisons, who guides customers through all the stages of the decision process, is enhancing the value of his product, and giving himself an important competitive advantage. Benefits Are Not Enough You can't accelerate decisions very much with standard marketing methods. The world is filled with marketers trying to sell their products by telling us over and over about features and benefits, all competing to get us to choose their product now . But we don't respond very well.
Benefits are only one piece in a complex series of information requirements.
How to make the decision so easy your customers can't refuse Once upon a time, a father went shopping for a pony to buy for his daughter. After looking at dozens of little horses, the man narrowed his choice down to two ponies. They seemed identical in every respect. Even the prices were identical. Unable to make up his mind, he decided to take a second look at both ponies.