Marketing & good marketing are not the same

This statement for me is the difference between marketing and good marketing

Here’s What [My Product] Will Do For You

All part of The Complete Newbie’s Guide to Marketing from CopyBlogger. It struck me as I read this that far too many products, Microsoft included, tell you what they do. Subtly different from what a product will do for you.

It’s not definitive of course as you sort of need to know who you’re customer is which isn’t always easy. However, it’s a good reminder as is all of the other stuff in this post like making your benefits a nice mix of logical and emotional benefits. I think we’ve actually made progress here with things like the Laptop Hunters ads for Windows and hope other teams take heed. Sure it’s tough to get emotive about SQL Server (for me at least) but when you have customers like McLaren, there are ways they can tell your story for you.