Why do so many IT marketers obsess over features? It’s simple—features are easy to list, measure, and boast about. But here’s the catch: customers don’t care. They’re looking for solutions, not a laundry list of specs. 

 

When marketers focus solely on features, they miss the golden opportunity to connect with their audience’s real needs and pain points. A new tool with 50+ functions means nothing if it doesn’t solve a specific problem. Understanding pain points requires empathy, deep market research, and the ability to communicate benefits rather than features.

 

Let’s shift the narrative: focus on the user’s challenges, then show how your solution alleviates those pain points. Features are important, but they’re just the vehicle—benefits are the destination.

 

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