Features are “descriptions” of your iPhone/iPad app (for example, four levels, realtime, easy user interface, works offline and online, and so on). When you review your app against the competition you’ll want to look at all of the quantifiable features that the other apps offer as compared to your own.
Utility applications on the App Store, such as financial calculators and other scientific apps tend to lean towards feature descriptions in their product descriptions. Feature descriptions on the App Store work best when they are in a bulleted list so that the buyer can quickly scan the list for what they are looking for. Keep the list short and relevant. Long lists get ignored, but a short list of features (five to ten) items will get read more readily.
Note
Be sure to review the free apps in your category as well. If you are building an app that does not have any more features or functionality than a free app, the chances are slim that you will see sales success with your app. People love free but are willing to pay for value, and it’s your job to convey your app’s value!
Once you have determined your app’s key features, you want to also think in terms of the benefits those features will provide your buyer. Don’t make the buyer figure it out for themselves.
Benefits are the “advantages” you receive from using your app (for example, hours of fun, feel better today, live healthier, experience less stress, lose weight faster, cleaner, brighter smiles, and so on). A benefit is a powerful way to help you sell your product. Many marketers and iPhone/iPad app sellers overlook this very powerful concept when describing their app on the App Store. When you link a benefit with a feature, you are helping the buyer see the whole story about your app. When we buy a car, for example, we go into a dealer showroom and start to look around. A particular car attracts our attention. It could be its color or its sleek or sporty look. On the window is a sticker which lists a bunch of features.
The salesperson will answer your questions about all the features, but what they really want is for you to experience its benefits. They want you to feel good about the car which is why they always ask if you want to take it out for a test drive. They know that if they can get you to experience the “feel” of the car, its performance, its quiet ride, its new smell, and so on, they are more likely to get your business.
Obviously buying a car is a much bigger decision than buying an iPhone/iPad app, but in this highly competitive App Store, you want to take every opportunity to reach the potential buyer of your app at both levels: features and benefits.
Notice as you read reviews of each iPhone/iPad app on the App Store that people tend to discuss their feelings about the app in terms of its benefits (“Most fun I’ve had in a long time!” or “This game is so addicting I can’t put it down”). They are focused on how addictive the game is and that they love playing this game. Whether the app developer has consciously intended to make this connection with his audience is in many cases coincidental, but one thing is certain: all successful apps connect with their audience through features and benefits. Therefore, if you want to increase the chances of your success selling your app you must make these connections happen with your buyer.
How is your app different? Can you express it in terms of a concise statement? This forms the basis for all your advertising, promotions, communications, and other marketing activities. Is your difference something that your buyer can appreciate so that he’ll prefer or even seek out your app rather than your competitors? In order to successfully market his or her app, every developer needs to focus on what’s special and different about his app.
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