Do you remember the Zune?
[credit: PCMag UK]
First offered in 2006, the Microsoft Zune was the PC band's answer to the crowd favorite (and a first mover in the space) the Apple iPod.
Despite, its counter-culture appeal and comparable technology, the Zune was discontinued in 2012, while the latest iteration of the iPod Touch is still available for sale on Apple's website.
Why?... Results over features.
Imagine the two marketing departments charged with writing the ad copy to accompany these devices - let's refer to them as Team 1 and Team 2...
Team 1 chose to focus on the features of their device, crafting the following statement for the ads: "4 Gigabytes of MP3 Storage!"
Team 2 took a different approach, focusing on the results their product would deliver to the end-user: "4000 Songs. In Your Pocket."
Think back to the first portable media player you ever bought... Which one of these statements resonated with you?
Now, given your answer and the narrative we started this message with, can you guess which one of these teams worked at Apple? Results trump features all day, every day.
The faster you can highlight the results your product, service, or organization offers to your audience, the less you are requiring them to think before performing the desired action (purchase, schedule a meeting, donate, etc...).
At the end of the day, the clients, customers, and donors we serve don't care about "how" we get them to what they desire, they simply care about us delivering them to the "what" they desire.
Results over features.
Thank you for reading and have a great week!