Why Problems Are More Powerful Than ProductsCompanies spend big budgets on promoting products, but sales come from focusing on what really drives decisions.
ByAndrea Olson•
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A study by Nobel Prize-winning psychologist Daniel Kahneman showed that most decisions are based 90% on emotion and only 10% on logic. However, when companies promote their products and services, the message almost always focuses onlogic, highlighting generic features, benefits and statistics. The result is often lackluster becauseemotionisn't addressed.
以促进技术产品为例for an industrial audience. A social media post or traditional advertisement will likely highlight efficiency and safety, outlining features such as seamless connectivity and reduced downtime. It will likely include common terms, including "game-changing," "intuitive design," and "robust solution." It will also highlight generic benefits such as "built for demanding environments," "elevates workflow," and "maximizes efficiency."
Thisgeneric contentand messaging fail to provide two things — one, a clear and compelling problem the audience needs to solve, and two, an emotional thread to build relatability and a sense of urgency. Often overlooked, these two basic elements are critical to communication success. However, most organizations get caught up in an internal mindset — where internal language and terminology get applied to external messaging. This includes all those generic benefits, which mean very little to both employees and customers.
