The great railroads of North America that dominated the economy of the late nineteenth century got annihilated in the early 1900s because they thought they were in the railroad business. It's a pity that marketers continue to make the same mistake today.

Nike doesn't sell sports gear; they sell an athletic lifestyle and a 'can-do' attitude. Nokia doesn't sell cell phones; they sell the idea of instant, seamless communication. Mercedes doesn't sell expensive cars, they sell status and prestige. These brands are icons because the people behind the brands know exactly what they're reallyselling. Unfortunately, many marketers today don't.

The American railroads we spoke about were obliterated by the advent of airlines and efficient road transportation. If only the big shots behind the railroads had realized that they were in the transportation business and not the railroad business, they would probably have controlled most of the airline industry today.

Like the railroads, thousands of advertisers and marketers today focus on the features of their products rather than how it affects the customer. The average customer, naturally, doesn't give a hoot about how many levels of cache his computer has or by what means his shipment travels halfway across the world. All he cares about is whether he can play the latest game on his laptop, and whether his parcel is delivered within 24 hours.

If there is one 'most important' marketing lesson that you must learn, learn to think in terms of the benefits of the product or service, NOT its features.Learn to sell 'great times with friends' rather than a can of beer, healthy kids rather than 'vitamin supplements', and a 'secure future' rather than an investment plan.

This is truly 101 stuff, taught in the first marketing lecture at every school. And yet the number of marketers who continue to disregard this priceless little gem is staggering. Unless you want to go the way of the American railroads, you'd do well to always heed this simple lesson.