IKEA dropped the perfect example of product marketing that aligns with both customer needs and values:

Three steps. Twenty years. Dunzo.

What they’re selling you isn’t a light bulb.

It’s two wonderful decades of NOT thinking about light bulbs!

This matters because their IKEA’s audience — particularly Gen Z — wants exactly that combination: minimal waste, minimal hassle, max sustainability.

The genius here is acknowledging the pain points and benefits without dwelling on them.

If the reader values these things, they’re understood.

Everyone’s had that compact fluorescent that died WAY too soon, or that “long-life” LED that flickered out early.

But IKEA doesn’t waste time defending against those experiences.

Instead, they flip straight to the promise:

Unpack. Install.

Fuhgeddaboudit ’til 2045.

Those ideal buyers need it THAT easy. You could try to bait them into thinking about all the other angles.

But why?

Especially (though not exclusively) for a no-brainer product. (To the extent that it’s at the center of endless “How Many…” jokes!)

This is dog brain marketing at its finest. No specs about lumens or color temperature. No comparison charts.

Just the simple promise of ending a common, recurring pain for a very long time.

Action for today: Look at your product’s timeline. Are you focusing on the purchase moment when you oughta be selling the long-term experience or reduced maintenance?

Need help aligning your product story with customer values? Let’s chat about creating lasting impact — tap reply or visit Graphos Product.

Laurier

Product Payoff: The rise of Miele appliances was hugely based on product durability. Their slogan “Immer Besser” (Forever Better) and 20-year testing standard transformed high prices from a barrier into proof of long-term thinking. Today Miele dominates Europe’s premium appliance market despite costing 2-3X more than competitors. It’s worked well on us: my wife and I own several Miele appliances. We have a 30-year old Miele vacuum that just won’t die, yet we’ve added a new version of it and a cordless Miele stick vacuum.