When John Kiss of Airline Choice asked us to refresh the sell sheet for their IDentiFLY product, we were delighted.

The IDentiFLY product is a boon to small airlines that need to keep lines moving, keep customers happy, as well as comply with a bewildering array of regulations.

There is a always a temptation to focus on the product and its features, rather than the customer and the benefits that are most meaningful to them.

We’ve worked with a lot of programmers and engineers, who know their products very well and are experts on the features.  It’s particularly hard when you are very close to a product to forget everything you know, take a step back and look at it as a customer does. 

Which is why getting a marketing consultant or copywriter involved can be very effective.

The “Before” sell sheet includes great product information and specifications. Like ninety percent of the advertising on the planet, it focuses on the product and its features.

For the “After” version, we stepped back and looked at the product as if we were the customer. What would be our motivation to buy this product, as opposed to the others on the market? What are we the most concerned about as a representative of a small airline? We focused on the customer’s priorities and needs.

Both sheets have pretty much the same information, but the “after” version focuses on benefits (as perceived by the customer) rather than features (as perceived by a product expert.)

When you’re selling something, the customer is always the focus. Eclipsing even the product.

It’s all about the customer!


Before – Click to enlarge
After – Click to enlarge

 

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