If you don’t tell consumers how to choose, they are either not going to choose, or they are going to choose based on the one thing they do understand: price. Of course, if price is the predominant element in the choices that your customers make, your profitability and the health of your business will go into the tank pretty quickly. So you need to give them other bases for deciding to buy your product. In a free-market society, consumers sit around looking at one another with glassy eyes, listening to the things we say as manufacturers or purveyors of services and goods, and they ask us, “Why should I buy your product?” The challenge and opportunity for marketers is to tell them.
Even if your product isn’t that different, better, or special, it’s the job of the marketer to make people think that it’s different, better and special!