The Problem With Feature-Driven Marketing

Most marketing sounds the same:
• We are the best
• We offer great service
• Here are our features

It’s noise.

Customers hear it, but they don’t feel it.

Imagine walking into a restaurant where the menu only lists ingredients, cooking techniques and awards

Would you order?

Probably not.

You want to know how it tastes. How it feels. Whether it solves your hunger.

Brand story films do the same for businesses.

They move beyond features and show experience:
• The founder’s passion
• The customer’s transformation
• The human side of the brand

The Founder’s Passion – Your customers want to hear the story behind why you built your brand and how it can impact their lives. Let’s face it—we’re all human, and in life, we often go through similar challenges. This is where solutions are created and where services and products are developed—to help others avoid facing the same problems repeatedly. Sharing this side of your brand allows customers to relate to you and shows that you understand their struggles on a deeper level.

The Customer’s Transformation – Whenever we consider purchasing a product or service, we spend time researching, reading reviews, and looking at feedback. In a brand story film, including scenes of customers sharing their testimonials or personal experiences can help others make confident decisions and trust your brand more quickly. To put it simply, we want proof that it works—and we want to feel that impact for ourselves.

The Human Side of the Brand – In today’s digital world, where many products and services look similar, how do you stand out? By being human. Often, we choose a service or product because of how the founder or team communicates with us. We connect with them personally rather than making a purely transactional decision. This is especially important when building a personal brand around the products or services you offer.

This is what differentiation looks like today.

Not louder claims.

Clearer meaning, clearer action and connection.

Personal thought: I sometimes fall into feature-driven thinking in my own work. I want to explain what I do. But clients don’t care about tools—they care about outcomes. The sooner we focus on outcomes, the stronger the message.