Lilium has done its marketing homework. They seem to be using a lot of marketing skills to move a potentially revolutionary product most of us have no chance of ever owning. Selling Lilium’s Benefits What makes us want things? What floats our boats? What makes us stop in our tracks and look in a store window? What drags people out of their beds at midnight to stand in line for the Blu Ray of the latest Harry Potter film? Writing technical documentation first for an electronics firm and then for a major engineering design/build company, your editor helped create many proposals, inserting relevant technical data into promotional material and proposals. Working with one particularly successful marketing manager, your editor learned an important lesson: sell the benefits – not the features of the product or service you are providing. Technically-minded types usually like to bask in the features of a product – how many horsepower, how much torque, refresh rates, etc. …
