If You Want to Sell a Product, Translate Features Into Benefits

First, switch roles with your target buyer—pretend you’re the customer. Who are they? What’s their typical behavior? Are they generous-spending CEOs or price-sensitive shoppers like Walmart’s? Are they students with tight budgets or single parents? If you can’t pinpoint who your target customer is, your results will fall short, and your features won’t translate into benefits. Once you’ve identified your buyer, ask: What do they want? What are they afraid of? What problem do they need solved? Or what do they want to “feel”?

Price is a brand’s signal, because price implies value. The higher your price, the greater the value should be. The lower the price, the lower the perceived value. Price isn’t just a number telling people the cost of a product—it also communicates value and purpose.