Many companies have the tendency to spend a lot of time talking about what their different products can do.

If you are going to be doing a lot of catalog printing is seems like this would be a perfectly fine idea. You let your customers know what your products are capable of by describing them and listing off all of those different features that they have. What could possibly be wrong with something like this?

There are a variety of things wrong, the first being that you are making a certain amount of assumptions about your customers by doing so.

Why do people buy products? They do so because they think that product will make their life easier. Why do companies list features? They do so because they assume that their customers are going to then take those features and decide how their life will be made easier because of them.

But what if your customers do not immediately connect a feature with their life? What if your product really could make things easier for them they just do not realize it because they do not know enough about your product and how it can be applied to their life?

There are a number of occasions where a feature is not exactly obvious on how it will benefit a person. I can read what the product will do, but I cannot think of a situation in my life when that specific feature will come in handy. It is not until someone else shows me how it can be used in that way that I come to realize it, and want the product.

Catalog printing by its very nature is filled with product descriptions, and you are going to sell your product based on whether or not people like it after reading the description. For you to connect with them you need to start forgetting about features and start focusing instead on benefits.

Do not say what your product can do but how it can be used. Let a person know right away how their life will specifically change should they buy this product. The better you know your customers the more examples you will be able to come up with and the better your descriptions will be.

You obviously are not going to have room to list off every single thing your product can be used for, which is why knowing who your customers are will greatly change how you approach the subject matter. If your product can be put to different uses by different segments of the population then you need to write down only the uses that will apply to the people you are trying to sell to.

You should never sit back and assume that a person is going to take the feature you listed and apply it to their life. By doing that you are making things more difficult for your customers. The best marketing makes things as easy as possible for your customers.