What is marketing’s primary responsibility? Marketing creates the product awareness and explains how the product helps us increase the quality of our lives. What value the product provides and why we will be better off using this product.
Here is the trick, though. The more evident the real value of the product the fewer efforts marketing needs to put in convincing us. For example, there is no reason to advertise a bandage heavily, nor there is a need to list many selling points of this product. It is because the value of the product is apparent. Therefore, the more evident the value of the product the fewer efforts marketing needs to carry to create perceived value. In general, the wordier marketing message, the less obvious the product’s purpose.
For customers, it clearly suggests avoiding products with dozen blurred benefits. For marketers, it means the necessity to find one or two real benefits of the product and concentrate on them exclusively.