Your Features Don’t Interest Your Customer

It’s not your features that make you sell.

If you think you can attract customers by telling them what you are, the sea you’re about to navigate isn’t easy to face, and the route you’ve chosen is unlikely to lead you to a safe harbor. In plain terms: as long as you do this, you’ll struggle to find new clients.

Does the Exact Time or the Luxury Wrist Matter More?

Have you ever heard that a high-quality automatic chronometer loses a maximum of 10 seconds a day? Yet that’s a feature of all chronometers. In fact, the criterion required by the Contrôle Officiel Suisse des Chronomètres (COSC) considers a deviation of –4/+6 seconds per day acceptable for the movement alone.

Still, many people wear prestigious watches instead of more accurate quartz watches costing just a few dozen euros. Because it’s not the precise time they seek from a luxury watch, but the status it represents on their wrist, along with aesthetic appeal.

Tanning vs. Softness

Have you ever bought a pair of shoes because the leather was tanned in a particular way? You probably bought them because you liked their look and found them comfortable. Maybe they felt comfortable because the leather was particularly soft. Perhaps at that point, you asked why the leather was so soft, and they explained it was tanned in a specific way unique to that shoe brand. But the interest in the tanning process came at the end, not at the beginning.

Because I Am Who I Am…

Even more basic: if I tell you that I know a lot of important people, how much does that interest you? It’s different if I tell you that I can connect you with someone interested in your project because I know a lot of important people. Which of the two pieces of information do you find more likely to lead to further discussion?

What You Are and What You Give Me

That’s the point: in communicating, we focus on how we build boats instead of saying, “This is an investment, not a purchase! Because the boat will retain its value even in the used market thanks to the hull’s durability achieved through our construction.”

The more our approach is technical—being the ones who “make” these things—the more these aspects seem central to us. Meanwhile, the person who needs to use and therefore buy the boat is primarily interested in how they’ll feel on board and whether this boat will make them feel as they wish, not in the number of frames, the glue you use, or the width in centimeters of the side decks.

If We Put Anything in Our Mouths…

We choose something for how it makes us feel, not for what it is. Unless you have dietary constraints that seriously impact your life, how often do you read the ingredient list before eating something? With purchases in general, we do the same: we only care about the features if we consider them fundamental for some aspect; otherwise, we’re much more concerned about how that purchase will make us feel.

If you think that having a chat about how to highlight what you promise, instead of what you are, can help you sell more of your boats or services, we’re here for you.

Just send an email to [info@lliquida.com](mailto:info@lliquida.com) to reserve a free one-hour call to start improving your communication strategy and, consequently, find more clients.

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