Author Archives: Shafique Gajdhar

An engineer by chance, an MBA by choice, a writer by passion. Keeps abreast of SaaS industry, Startup Ecosystem and writes about digital marketing, on-site engagement and more.

Features vs. Benefits: In SaaS Industry Benefits win hands down

When I was in B-School, we were explicitly taught about the importance of communicating benefits over features. One professor said, “Benefits sell, Features tell.” Another advocated, “Customers buy benefits not features.” Then while doing a project on brand communication strategy, I created my own – “In the minds of customers Benefits stick, Features recede.” While marketing professors professed, we followed their lead. Didn’t delve deeper into the why’s and how’s of the features vs. benefits contest. Here, I take this opportunity to dig deeper into why communicating benefits is important than just enumerating product features. Distinguishing Benefits and Features: A […]

Net Promoter Score: Learn what Promoters and Detractors hide from you

People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising. –Mark Zuckerberg Remember the last time you checked out a new online shopping site and actually purchased something from it? Out of many reasons that persuaded you to buy one would certainly stand out, and that would be – a recommendation from a friend/colleague/family member. That is the power of referrals. They are the strongest of the lot among advertising, cold calls, PPC ads and zillion […]