How Do I Highlight My Product Features Without the Cheesy Sales Pitch?

Most brands in the sports & outdoors category need to speak to knowledgeable audiences. These customers know their specific needs and are enthusiastic about specialized equipment with detailed technical requirements.?

But how do we communicate our product’s features to these audiences without coming off like a used car salesman expounding the benefits of heated seats?

While technical details are key to the overall offer of your product, they often do not make for very compelling emotional marketing messages.? At the same time, we recognize that astute customers will not feel confident in buying a product that doesn't have the zippy, poly, impact resistant, moisture wicking fibers they require.?

Due to the clear thirst for knowledge amongst your audience, brands often fall into the trap of trying to explain the minute technical details of their product right off the bat. This approach usually ends up working against you.

So, when creating advertising or outreach, it helps to try to focus on just one or two features of your product. Think feelings here. Choose those features that you feel make it truly valuable or unique. Then, craft your marketing messages around those.?

We always find it most effective to lead with the personal benefits that the product creates before discussing the features that lead to those benefits. Even better - if brands can open with a pain point that is then solved by the product because of a feature... you're well on your way to a sale.?

Here’s a quick list of questions customers typically ask themselves when considering a purchase:

- does this product solve a problem or satisfy a desire that I have??

- is there anything special or unique about this product that sets it apart from the competition?

- is there a large number of positive reviews about the product from verified purchasers on the website?

- have I seen other outdoor enthusiasts using this product out in the field?

- do influencers, social media personalities, or even celebrities in this niche endorse or use this product?

- have I bought other products from this brand before, and had a positive experience?

- is the price fair, relative to the value that I'll get from using the product?

A quick example of this is a brand of ours that sells sonar Fish Finders. Unlike some seasonal fish finders, these ones can be used year round. Here, a messaging sequence might look like this:

Tired of lugging that expensive fish finder out of the boat in the fall...only to head out ice-fishing in winter with no idea where to set that auger?

Introducing the world's most versatile year-round portable fish finder.

Powered by AAA batteries, the unit is handheld and can be taken anywhere. Its industry-leading sonar automatically adapts to any setting, producing accurate readings from a boat in the summer, or on the ice in winter.

See how, by sequencing your messaging from problem, to solution, to product, you're guiding your prospects on a path whose logical conclusion is the purchasing of your product?

Once the potential customer has discovered your product and the problem it solves, your website product page is where customers can then do a deep dive into all of the technical details of the product. This also gives you an opportunity to grab their email address and subscribe them to your company newsletter.

Once these customers are within your ecosystem, it’s a good idea to keep each of your weekly email newsletter messages focused on one product feature. So, rather than trying to cram all your features into one message, the customer can take their time to soak it all in. Week over week, the unique value of your product will become increasingly apparent to subscribers and you'll drive more sales.?

One fantastic tool that we use within our strategy is the app Judge.me. It’s a fantastic product review app that helps boost your social proof and give your brand street cred to drive customer purchase confidence.?

With Judge.me you can easily display carousels of product reviews, send customized review requests, as well as include photos and videos from customers.? All this can be done on auto pilot, freeing up more time for you to focus on other aspects of your business. Custom surveys, Q & A sections and SEO optimization are also all part of their fantastic package. By integrating rewards for customers for specific types of reviews, you can incentivize the people who already love your product to let the world know! Judge.me comes with a free and a paid plan. Give it a shot!

A cool resource that you might want to check out is the Sellbrite eCommerce Blog. This blog is jam packed with articles from industry leaders to help you get up to speed with what is happening right now and to get your creative juices flowing.

Remember to stay curious and keep finding ways to improve what you offer to the community.

“The swiftest way to triple your success is to double your investment in personal development.”?- Robin Sharma

Would love to hear any thoughts on this subject from fellow outdoor enthusiasts and entrepreneurs trying to get their products out into the world. What's working for you?