Sell the sizzle AND the steak: The power of benefit-led marketing for DAM vendors
- Libby Marks
- Jan 11, 2022
- 3 min read
Updated: Jan 2
Sell the sizzle, not the steak. This much-quoted advertising adage highlights the importance of leading with the benefits of a product, not its features.
The smell and sizzle of a steak. The warmth and comfort of Heinz tomato soup. The adventure of owning a Land Rover.
This approach doesn’t just work for B2C brands. Smart SaaS businesses lead with the benefits of their software too. But not to the exclusion of the all-important feature list.
Here’s when, why, and how to convert your DAM feature list into irresistible benefit-led marketing.
Why should DAM vendors lead with benefits, not features?
There are lots of reasons DAM vendors should lead with benefits, not features –especially in top-of-funnel content targeting less solution-aware audiences.
Firstly, potential DAM buyers don’t necessarily know they’re looking for a DAM system, let alone metadata, portals, and APIs. But they do know they’re:
Sick of searching for assets they never find
Tired of manual resizing and formatting
Unsure how to embargo restricted images
Sweating about a regional campaign using a retired logo…
Benefit-led messaging helps them understand the solution before you introduce your product and its features.
Secondly, benefits create desire. Do I want automated rendition generation? Who knows. Do I want images optimized for every channel at a click? Hell yeah!
Benefit-led marketing in DAM helps buyers picture a better work-life, faster workflows, stronger outcomes… and that’s something everyone wants.
Finally, benefit-led marketing is one of the ways to differentiate your DAM in a crowded market, helping you stick in readers' minds through relevant, practical examples, rather than identikit feature lists.
How can DAM marketers translate features into benefits? Practical examples
DAM functionality is transformative. But the applications and benefits aren’t always obvious. Here’s a handful of common DAM features translated into practical, relatable, business benefits.
Feature: Centralized asset repository
Benefit: Every asset at your fingertips for faster workflows and content confidence.
Feature: Version control
Benefit: The right version every time. Reduce the risk of outdated assets appearing in campaigns, and save the stress and cost of content chaos.
Feature: Permissions and access controls
Benefit: Stop assets falling into the wrong hands. Control who can see, edit, and access assets without manual approvals slowing your roll.
Feature: Metadata and advanced search
Benefit: Less searching, more finding – easily label assets for instant discovery and retrieval, as well as higher re-usage and ROI.
Feature: Integrations with CMS, PIM, and creative tools
Benefit: Work seamlessly across all your systems, bringing the power of advanced asset search to every platform, without open-tab-overload.
Feature: Approval automation and brand portals
Benefit: Eliminate email threads and ‘need it yesterday’ asset requests with automated approval workflows and self-serve permission-based access.
Feature: Analytics and reporting
Benefit: See which assets are being used and which aren’t in demand, so you can focus future creative resources on the most impactful content.
When should DAM marketers introduce feature messaging?
Feature messaging is always relevant.
Have you ever visited a SaaS website that is so benefit-led that you find yourself thinking ‘This is all well and good. But what do you ACTUALLY do?’ Don’t be those guys…
Messaging should always be a mix of benefits and features, so buyers know it’s a steak that’s sizzling, not some mystery meat.
As a general rule, however, you should increase feature-based messaging as you go further into the content funnel from ToFu to BoFu.
BoFu
Problem-aware
'Show me how things could be better...'
Validate problems and share solutions
MoFu
Solution-aware
'Show me what you offer and why it matters'
Introduce features and showcase benefits
BoFu
Vendor-aware
'Show me exactly how you compare to others'
Deep-dive on features and support with evidence
Key takeaways on benefit-led marketing in DAM
Features are dry and not always relatable
Benefits are desirable but can be vague
Let the buyer see the steak and hear the sizzle at every stage
Mix features and benefits thoughtfully depending on funnel stage
Ready to max your marketing messages?
Then you're in the right place. I’m Libby, an award-winning content writer who specialises in Digital Asset Management systems. I’ve written content for numerous global DAM brands, plus implemented a large-scale DAM system as a marketer. That means I understand your buyers and your product, and can create content that connects the two.
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