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3.4 Focus on the Benefits to the Customer

Best practice #9: focus on the benefits to the customer. When planning a pricing table, we often list the features of our product. We say how much storage we offer, how many user accounts, the type of encryption we’ll use, and so on. And while this is fine, it’s also very technical and doesn’t really tell the customers why that particular feature is helpful for them. Let’s take a look at some examples.

3.4 Focus on the Benefits to the Customer

Best practice number nine, focus on the benefits to the customer. Now, when we're planning and designing our pricing tables, we often list a bunch of features like how much storage we offer, how many user accounts, and so on. And it's all fine, but it's also very technical and it doesn't really speak to how those features will benefit the customer. So we should really change that. So instead of just saying, for example, 3 accounts, let's say 3 accounts, suitable for small teams. So by doing this, we're actually taking our previous feature, we're keeping the essential information, but we're adding a short description saying how that feature will benefit the customer or instead of saying, for example, 100 GB of storage, let's say 100 GB of storage, enough for around 50 4K videos. Again, we're keeping the original feature but we're adding a description of how that particular feature might be useful for a customer. In this case, he immediately knows that he can use that plan to host around 50 4k videos. Now, not every pricing table needs this. There are certain features that are self-explanatory like, for example, unlimited bandwidth, right? But if you have the chance to add just the small description or rephrase a feature so that it reflects the benefits that the customer will have for purchasing, then you should do it. A good example here is Stripe. On their pay as you go plan, they list benefits like no hidden fees and pay only for what you use. So that's best practice number nine, focus on the benefits to the customer. Let's move onto number ten, which is make it easy to compare the plans, that's coming up next.

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