From the course: Marketing Foundations: Value Proposition Development

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Your tangible features

Your tangible features

From the course: Marketing Foundations: Value Proposition Development

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Your tangible features

- A tangible feature is something that can satisfy a prospect's identified need. Tangible features are the facts that your prospects logically use to justify their emotional decisions. They include the descriptive characteristics of your product or service and the elements of your offer, including incentives. The features of your product or service are the characteristics you use to describe it. They are the attributes that can be compared to competitors. You know you're looking at a tangible feature if it can be listed on an ad, a spec sheet or a comparison chart, like these examples. These are all features that you can list and visitors can compare and check off. Your products and services have many features. So which ones should you emphasize? If you list all your features, you'll risk overwhelming visitors and hurting your conversion rate. You need to understand your prospects' needs and offer only the information…

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