Do You Remember the Zune?

Hello!

Do you remember the Zune? 

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 iPod Touch still had multiple interactions ahead of it - selling on Apple's website as recently as 2022. 

Why?

…Results, over features.

Imagine the two marketing departments in each company - charged with writing the ad copy to sell 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 when you were buying your first portable media player... Which one of these statements would have 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 beat features in the eyes of 99.9% of consumers. 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, most of 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.

Kind Regards,

Jim @ Captivation Agency

PS: There’s a real person on the other side of these messages, so go on, comment back and say hello - I’d love to start a dialogue :-)

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