“People don’t care about features. They care about results”

I think this is the WORST advice in B2B.

Let me explain.

“People don’t buy products. They buy a feeling, a status, or a slightly better version of themselves”

Ten thousand marketers repeat some variation of this thing.

That many people can’t be wrong, right?

Well, how come there are 1000s of tools, apps, platforms, coaches, agencies, books, courses, guides, events, subscriptions - everyone promising you the same better feeling, better status, better version of yourself, blah blah blah...

Yet you pay for just 1 or 2 of them?

Have others not sold you enough betterness?

Or maybe, it’s not about that at all?

Last month I bought my first paid newsletter subscription ever.

Also joined my first paid community ever.

Paid for my first ever AI subscriptions.

What’s common between these 4 purchases?

I know them for a long time, I got plenty of free value from them, I like their vibe, I need what they provide, I heard good things about them from other people.

Same reasons apply to basically everyone.

This is why people buy things

1. Promise
2. Proof
3. Category
4. Vibe
5. Word of mouth

Promise is the first part of the formula. It’s almost nothing until you have the full set. Don’t be mistaken, it matters a lot. But product wins the buyer only when other ingredients are added.

Proof makes promise specific. No one wants a black box unless they’re gambling or receiving gifts.

Category makes promise tangible. You’re saving 10 hours through project management software, not through magical promise alone.

Vibe makes you love or hate the product/service/company, regardless of “features” and “benefits”.

And Word of mouth is often the greatest type of proof (and advertising at the same time).

In B2B, no one is selling just ONE of these elements, even if 2000 marketers tell you that.

Because people buy a combination of these things. And it’s different for different people.

For some, a referral from a business partner might be enough. For others it’s hours of research into case studies, reviews, testimonials, documentation, content. And for others - the whole team must like everything about the product to reach alignment and make a purchase.

We’re buying a combination of things that matter to us, and it’s not as simple as “feeling / status / transformation”. Even if you can philosophically distill real reasons, desires, and demands into these simple buckets - this is not practical. Not tactical. Not actionable. You literally can’t have a clear way of implementing that.

“Sell outcomes, not features”

Well, yeah, but how are outcomes achieved?

Why should I believe you?

Big ideas and offers without clear category and relatable proof are just vague promises.

Your outcomes might sound valuable.

But show the specifics too.

In B2B, features are often THE reason someone chooses your product instead of someone else’s.

Because features are what people use to achieve results. Results don’t appear from thin air.

If your platform solves buyer’s specific pain because it has a critical feature that others don’t have - you have a good probability of getting that buyer.

For services (and for some buyers/situations in general) features often don’t matter. It doesn’t mean that all buyers are the same.

That’s why I say this common advice is the worst.

It’s based on reality - promise is an important element of a sale, outcomes matter a lot. People want value that is relevant for them.

But it’s not a full picture - other elements matter a lot.

You’re not selling features. And you’re not selling outcomes.

You’re selling both.

What B2B advice do you hate the most? Let me know at leon@internetisdead.net