{"id":20236,"date":"2021-11-12T09:00:32","date_gmt":"2021-11-12T07:00:32","guid":{"rendered":"https:\/\/eder.de\/?p=20236"},"modified":"2023-02-13T09:41:37","modified_gmt":"2023-02-13T07:41:37","slug":"only-buy-products-you-understand","status":"publish","type":"post","link":"https:\/\/eder.de\/en\/blog\/2021\/11\/12\/only-buy-products-you-understand\/","title":{"rendered":"Only buy products you understand."},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”Headline” module_class=”grey_gradient_wrapper” _builder_version=”4.9.4″ _module_preset=”default” background_image=”https:\/\/eder.de\/wp-content\/uploads\/2021\/07\/premium_product_communication.jpg” background_position=”center_right” da_disable_devices=”off|off|off” locked=”off” collapsed=”on” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row admin_label=”Grau” module_class=”grey_box” _builder_version=”4.9.4″ _module_preset=”default” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Headline” module_class=”grey_gradient_headline” _builder_version=”4.9.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Top Headline” module_class=”blog_main_headline” _builder_version=”4.11.1″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Only buy products you understand.<\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Blog-Profilbild” module_class=”blog_wrapper_profilbild” _builder_version=”4.9.4″ _module_preset=”default” width=”100%” max_width=”100%” animation_style=”fade” animation_duration=”500ms” da_disable_devices=”off|off|off” locked=”off” collapsed=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.9.4″ _module_preset=”default” width=”100%” custom_padding=”||||true|true” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”1_2″ module_class=”blog_spalte_profil” _builder_version=”4.9.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/eder.de\/wp-content\/uploads\/2021\/11\/Robert_Laub-1-scaled.jpg” alt=”Robert Laub ist Gesch\u00e4ftsf\u00fchrer der Agentur eder und Experte f\u00fcr Digital Twin und Online Produkt-Konfiguratoren.” title_text=”Robert_Laub” _builder_version=”4.11.1″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”Name” module_class=”blog_profil_headline” _builder_version=”4.9.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Robert Laub<\/p>\n

[\/et_pb_text][et_pb_text admin_label=”Beschreibung” module_class=”blog_profil_beschreibung” _builder_version=”4.11.1″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Managing partner agency eder<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ module_class=”blog_spalte_socialmedia” _builder_version=”4.9.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Facebook” module_class=”social_media_icons” _builder_version=”4.9.4″ _module_preset=”default” text_text_color=”RGBA(0,0,0,0)” global_colors_info=”{}”]\"Facebook\"<\/a>[\/et_pb_text][et_pb_text admin_label=”Instagram” module_class=”social_media_icons” _builder_version=”4.11.1″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]\"Instagram\"<\/a>[\/et_pb_text][et_pb_text admin_label=”LinkedIn” module_class=”social_media_icons” _builder_version=”4.9.4″ _module_preset=”default” global_colors_info=”{}”]\"LinkedIn\"<\/a>[\/et_pb_text][et_pb_text admin_label=”YouTube” module_class=”social_media_icons” _builder_version=”4.9.4″ _module_preset=”default” global_colors_info=”{}”]\"YouTube\"<\/a>[\/et_pb_text][et_pb_text admin_label=”Xing” module_class=”social_media_icons” _builder_version=”4.9.4″ _module_preset=”default” global_colors_info=”{}”]\"Xing\"<\/a>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Text Abschnitt 1″ module_class=”text_wrapper” _builder_version=”4.11.1″ _module_preset=”default” custom_css_main_element=” display: flex;|| flex-direction: column;|| max-width: 800px;|| margin: 0 auto !important;|| margin-top: 20px !important;” da_disable_devices=”off|off|off” locked=”off” collapsed=”off” global_colors_info=”{}” custom_css_main_element_last_edited=”on|phone” custom_css_main_element_tablet=”display: flex;||flex-direction: column;||margin: 50px 50px 0 50px !important;||” custom_css_main_element_phone=”display: flex;||flex-direction: column;||margin: 0 20px!important;” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.11.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.11.1″ _module_preset=”default” custom_css_main_element=” font-size: 18px;|| line-height: 24px;” global_colors_info=”{}”]The \u201ccustomer journey\u201d we all like to talk about can look very different depending on the sector and type of product involved. It can be fully digital, hybrid with digital pre-selection and subsequent sales consultation or direct at the retail outlet. Either way, as they navigate the route to purchase, the customer will be analysing their needs and situation, sourcing extra information and weighing up the pros and cons. Their destination should be a purchase made with confidence that they have found the right product with the right functionality at the right price.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Zitat 1″ module_class=”zitat_noah_wrapper” _builder_version=”4.11.1″ _module_preset=”default” custom_css_main_element=”display: flex;||width: 45%;||flex-direction: row;||margin: 50px 0 !important;” da_disable_devices=”off|off|off” locked=”off” collapsed=”on” global_colors_info=”{}” custom_css_main_element_last_edited=”on|tablet” custom_css_main_element_phone=”display: flex;||flex-direction: column;||padding: 50px 20px !important;” custom_css_main_element_tablet=”display: flex;||width: 60%;||flex-direction: row;||margin: 50px 0 !important;” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row admin_label=”Bild” _builder_version=”4.11.1″ _module_preset=”default” background_image=”https:\/\/eder.de\/wp-content\/uploads\/2021\/11\/Bild_1.jpg” global_colors_info=”{}” custom_css_main_element_last_edited=”on|phone” custom_css_main_element_phone=”display: none;”][et_pb_column type=”4_4″ _builder_version=”4.11.1″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.11.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.11.1″ _module_preset=”default” custom_css_main_element=”justify-content: center !important;” global_colors_info=”{}”][et_pb_text admin_label=”Zitat” module_class=”blog_ausbildung_zitat agentur_text_gradient” _builder_version=”4.11.1″ _module_preset=”default” custom_css_main_element=”font-size: 30px;||line-height: 1.2;||font-style: italic;||padding: 20px 50px;” global_colors_info=”{}” custom_css_main_element_last_edited=”on|phone” custom_css_main_element_phone=”font-size: 25px;”]Good product communication presents the advantages, functionality and aesthetics of the product.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Text Abschnitt 2″ module_class=”text_wrapper” _builder_version=”4.11.1″ _module_preset=”default” custom_css_main_element=” display: flex;|| flex-direction: column;|| max-width: 800px;|| margin: 0 auto !important;|| margin-top: 20px !important;” da_disable_devices=”off|off|off” locked=”off” collapsed=”off” global_colors_info=”{}” custom_css_main_element_last_edited=”on|phone” custom_css_main_element_tablet=”display: flex;||flex-direction: column;||margin: 0 50px !important;||” custom_css_main_element_phone=”display: flex;||flex-direction: column;||margin: 0 20px !important;||” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.9.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_class=”blog_special_content” _builder_version=”4.11.1″ _module_preset=”default” custom_css_main_element=” font-size: 18px;|| line-height: 24px;” global_colors_info=”{}”]This is exactly where good product communication makes the difference. By that we mean presenting prospective customers with the benefits of the product, explaining how it works and highlighting its aesthetic appeal \u2013 all to maximum effect. And doing so in a way and with content that is focused on the target group of customers to help convince them to buy. <\/p>\n

Examples of flawed product communication are easy to find. When we search online for a product, important details such as dimensions are often conspicuous by their absence, the product is only shown from one angle, and the customer and seller will view that product in rather different ways. Oh yes, and you\u2019d need an engineering degree to decipher some of the features and function explanations. Equally frustrating is when sales staff palm you off with \u201cI\u2019ll just need to look into that\u201d or \u201cI can\u2019t give you answer on that right now\u201d rather than being able to give you the information you need.<\/p>\n

The famous quote from Warren Buffett \u201cInvest only in companies you understand.\u201d transfers very neatly to product communication: prospective customers can only be turned into actual, satisfied ones if the products are easily explained and understood.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Zitat 2″ module_class=”zitat_noah_wrapper” _builder_version=”4.11.1″ _module_preset=”default” custom_css_main_element=”display: flex;||width: 45%;||flex-direction: row;||margin: 50px 0 !important;||margin-left: 55% !important;” da_disable_devices=”off|off|off” locked=”off” collapsed=”on” global_colors_info=”{}” custom_css_main_element_last_edited=”on|phone” custom_css_main_element_phone=”display: flex;||flex-direction: column;||padding: 50px 20px !important;” custom_css_main_element_tablet=”display: flex;||width: 60%;||flex-direction: row;||margin: 50px 0 !important;||margin-left: 40% !important;” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.11.1″ _module_preset=”default” custom_css_main_element=”justify-content: flex-end !important;” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.11.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Zitat” module_class=”blog_ausbildung_zitat agentur_text_gradient” _builder_version=”4.11.1″ _module_preset=”default” custom_padding=”||||false|false” custom_css_main_element=”font-size: 30px;||line-height: 1.2;||text-align: right !important;||font-style: italic;||padding: 20px 50px;” global_colors_info=”{}” custom_css_main_element_last_edited=”on|desktop” custom_css_main_element_phone=”font-size: 25px;”]<\/p>\n

Product communication at the pre-sales stage has a far greater impact than the product campaign.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Bild” _builder_version=”4.11.1″ _module_preset=”default” background_image=”https:\/\/eder.de\/wp-content\/uploads\/2021\/11\/Bild_2.jpg” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.11.1″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Text Abschnitt 3″ module_class=”text_wrapper” _builder_version=”4.11.1″ _module_preset=”default” custom_css_main_element=” display: flex;|| flex-direction: column;|| max-width: 800px;|| margin: 0 auto !important;|| margin-top: 20px !important;” da_disable_devices=”off|off|off” locked=”off” collapsed=”off” global_colors_info=”{}” custom_css_main_element_last_edited=”on|tablet” custom_css_main_element_tablet=”display: flex;||flex-direction: column;||margin: 0 50px !important;” custom_css_main_element_phone=”display: flex;||flex-direction: column;||margin: 0 20px!important;||” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.9.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_class=”blog_special_content” _builder_version=”4.11.1″ _module_preset=”default” custom_css_main_element=” font-size: 18px;|| line-height: 24px;” global_colors_info=”{}”]<\/p>\n

In my view, product communication at the pre-sales stage has a far greater impact than the product campaign, highly acclaimed as this may turn out to be. Both are important, of course, but in many sectors the relevant margins are only achieved by upselling \u2013 something that would not be possible without clear product communication and value propositions.<\/p>\n

At the end of the day, product communication bookends not only the product life cycle, but also the entire sales process \u2013 from pre-sales (as just mentioned) to after-sales service. Improvements to the product, optimised functionality and the availability of purchase incentives down the line should therefore be communicated with the same high level of professionalism and extensive, tailored information as was the case in the pre-sales phase.<\/p>\n

Does all this sound familiar?<\/strong>
That\u2019s because professional product communication should embody that simple maxim espoused by Warren Buffett in the quote I used earlier. Product explanations should illuminate rather than leaving the audience in the dark; clear sales and marketing concepts should feature animations, images and copy specific to the market at hand \u2013 through the entire life cycle of your products.<\/p>\n

 <\/p>\n

Or as we like to say:
The power to WOW!<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ disabled_on=”off|off|off” admin_label=”Startseite” _builder_version=”4.11.1″ _module_preset=”default” custom_css_main_element=”margin-top: 100px !important;||background-color: #373B3E;||max-height: 365px !important;||\tdisplay: flex;||\tflex-direction: row;||\tflex-wrap: nowrap;||\talign-content: flex-start;||\tjustify-content: space-between;||\talign-items: stretch;||\tcolor: #fff;” da_disable_devices=”off|off|off” locked=”off” collapsed=”off” global_colors_info=”{}” custom_css_main_element_last_edited=”on|desktop” custom_css_main_element_tablet=”height: 100% !important;||width: 100% !important;||margin-top: 100px !important;||background-color: #373B3E;||\/*max-height: 365px !important;*\/||\tdisplay: flex;||\tflex-direction: column;||\tflex-wrap: nowrap;||\talign-content: flex-start;||\tjustify-content: space-between;||\talign-items: stretch;||\tcolor: #fff;||” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row admin_label=”Box mit HG” _builder_version=”4.11.1″ _module_preset=”default” background_image=”https:\/\/eder.de\/wp-content\/uploads\/2021\/11\/Ueberzeugen_Sie_sich_selbst_BG.jpg” background_position=”center_right” background_last_edited=”on|desktop” custom_css_main_element=”\twidth: 40% !important;||\tcolor: #fff;||\tbackground-size: cover;||\tdisplay: flex;||\talign-items: center;||\tflex-direction: column;||\tjustify-content: center;” global_colors_info=”{}” custom_css_main_element_last_edited=”on|tablet” custom_css_main_element_tablet=”width: 100% !important;||height: 100% !important;||\tcolor: #fff;||\tbackground-size: cover;||\tdisplay: flex;||\talign-items: center;||\tflex-direction: column;||\tjustify-content: center;”][et_pb_column type=”4_4″ _builder_version=”4.11.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”See for yourself.” module_class=”leistung_accordion_box_headline” _builder_version=”4.11.1″ _module_preset=”default” custom_css_main_element=”padding: 80px 60px !important;||text-align: right !important;” global_colors_info=”{}” custom_css_main_element_last_edited=”on|tablet” custom_css_main_element_tablet=”padding: 80px 60px !important;||text-align: center !important;”]See for
\nyourself.[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Zur Startseite” _builder_version=”4.11.1″ _module_preset=”default” background_image=”https:\/\/eder.de\/wp-content\/uploads\/2021\/11\/Grauer_BG_eder_v02.jpg” custom_css_main_element=”display: flex;||\twidth: 60% !important;||\tflex-direction: column;||\tflex-wrap: nowrap;||\tjustify-content: center;||\tpadding: 60px !important;|| padding-left: 25% !important;” global_colors_info=”{}” custom_css_main_element_last_edited=”on|phone” custom_css_main_element_tablet=”width: 100% !important;||height: 300px !important;||display: flex;||\tflex-direction: column;||\tflex-wrap: nowrap;||\tjustify-content: center;||\tpadding: 60px !important;|| padding-left: 35% !important;” custom_css_main_element_phone=”width: 100% !important;||height: 230px !important;||display: flex;||\tflex-direction: column;||\tflex-wrap: nowrap;||\tjustify-content: center;||\tpadding: 60px !important;|| padding-left: 35% !important;”][et_pb_column type=”4_4″ _builder_version=”4.11.1″ _module_preset=”default” custom_css_main_element=”justify-content: center !important;” global_colors_info=”{}”][et_pb_button button_url=”@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6Ijg3NjAifX0=@” button_text=”Home” admin_label=”Button” module_class=”button_basic button_white” _builder_version=”4.11.1″ _dynamic_attributes=”button_url” _module_preset=”default” global_colors_info=”{}”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Beitrag-Footer-Navigation” module_class=”blog_footer_wrapper” _builder_version=”4.9.4″ _module_preset=”default” da_disable_devices=”off|off|off” saved_tabs=”all” locked=”off” collapsed=”on” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.9.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_post_nav in_same_term=”on” _builder_version=”4.9.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_post_nav][et_pb_text admin_label=”Zur\u00fcck zur \u00dcbersicht” module_class=”blog_zur_uebersicht button_basic button_green” _builder_version=”4.9.4″ _dynamic_attributes=”link_option_url” _module_preset=”default” text_orientation=”center” link_option_url=”@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjYzIn19@” global_colors_info=”{}”]Back to overview[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Good product communication makes the difference. By that we mean presenting prospective customers with the benefits of the product, explaining how it works and highlighting its aesthetic appeal.<\/p>\n","protected":false},"author":7,"featured_media":20188,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"[et_pb_section fb_built=\"1\" admin_label=\"Headline\" module_class=\"grey_gradient_wrapper\" _builder_version=\"4.9.4\" _module_preset=\"default\" background_image=\"https:\/\/eder.de\/wp-content\/uploads\/2021\/07\/premium_product_communication.jpg\" background_position=\"center_right\" da_disable_devices=\"off|off|off\" locked=\"off\" collapsed=\"on\" global_colors_info=\"{}\" da_is_popup=\"off\" da_exit_intent=\"off\" da_has_close=\"on\" da_alt_close=\"off\" da_dark_close=\"off\" da_not_modal=\"on\" da_is_singular=\"off\" da_with_loader=\"off\" da_has_shadow=\"on\"][et_pb_row admin_label=\"Grau\" module_class=\"grey_box\" _builder_version=\"4.9.4\" _module_preset=\"default\" locked=\"off\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=\"Headline\" module_class=\"grey_gradient_headline\" _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_text admin_label=\"Top Headline\" module_class=\"blog_main_headline\" _builder_version=\"4.11.1\" _module_preset=\"default\" global_colors_info=\"{}\"]

Kaufe nur Produkte, die Du auch verstehst.<\/h1>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\" admin_label=\"Blog-Profilbild\" module_class=\"blog_wrapper_profilbild\" _builder_version=\"4.9.4\" _module_preset=\"default\" width=\"100%\" max_width=\"100%\" animation_style=\"fade\" animation_duration=\"500ms\" da_disable_devices=\"off|off|off\" locked=\"off\" collapsed=\"on\" global_colors_info=\"{}\" da_is_popup=\"off\" da_exit_intent=\"off\" da_has_close=\"on\" da_alt_close=\"off\" da_dark_close=\"off\" da_not_modal=\"on\" da_is_singular=\"off\" da_with_loader=\"off\" da_has_shadow=\"on\"][et_pb_row column_structure=\"1_2,1_2\" _builder_version=\"4.9.4\" _module_preset=\"default\" width=\"100%\" custom_padding=\"||||true|true\" collapsed=\"off\" global_colors_info=\"{}\"][et_pb_column type=\"1_2\" module_class=\"blog_spalte_profil\" _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_image src=\"https:\/\/eder.de\/wp-content\/uploads\/2021\/11\/Robert_Laub-1-scaled.jpg\" alt=\"Robert Laub ist Gesch\u00e4ftsf\u00fchrer der Agentur eder und Experte f\u00fcr Digital Twin und Online Produkt-Konfiguratoren.\" title_text=\"Robert_Laub\" _builder_version=\"4.11.1\" _module_preset=\"default\" global_colors_info=\"{}\"][\/et_pb_image][et_pb_text admin_label=\"Name\" module_class=\"blog_profil_headline\" _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"]

Robert Laub<\/p>[\/et_pb_text][et_pb_text admin_label=\"Beschreibung\" module_class=\"blog_profil_beschreibung\" _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"]

Managing Partner Agentur eder<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\"1_2\" module_class=\"blog_spalte_socialmedia\" _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_text admin_label=\"Facebook\" module_class=\"social_media_icons\" _builder_version=\"4.9.4\" _module_preset=\"default\" text_text_color=\"RGBA(0,0,0,0)\" global_colors_info=\"{}\"]\"Facebook\"<\/a>[\/et_pb_text][et_pb_text admin_label=\"Instagram\" module_class=\"social_media_icons\" _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"]\"Instagram\"<\/a>[\/et_pb_text][et_pb_text admin_label=\"LinkedIn\" module_class=\"social_media_icons\" _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"]\"LinkedIn\"<\/a>[\/et_pb_text][et_pb_text admin_label=\"YouTube\" module_class=\"social_media_icons\" _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"]\"YouTube\"<\/a>[\/et_pb_text][et_pb_text admin_label=\"Xing\" module_class=\"social_media_icons\" _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"]\"Xing\"<\/a>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\" admin_label=\"Text Abschnitt 1\" module_class=\"text_wrapper\" _builder_version=\"4.11.1\" _module_preset=\"default\" custom_css_main_element=\" display: flex;|| flex-direction: column;|| max-width: 800px;|| margin: 0 auto !important;|| margin-top: 20px !important;\" da_disable_devices=\"off|off|off\" locked=\"off\" collapsed=\"on\" global_colors_info=\"{}\" custom_css_main_element_last_edited=\"on|phone\" custom_css_main_element_tablet=\"display: flex;||flex-direction: column;||margin: 50px 50px 0 50px !important;||\" custom_css_main_element_phone=\"display: flex;||flex-direction: column;||margin: 0 20px!important;\" da_is_popup=\"off\" da_exit_intent=\"off\" da_has_close=\"on\" da_alt_close=\"off\" da_dark_close=\"off\" da_not_modal=\"on\" da_is_singular=\"off\" da_with_loader=\"off\" da_has_shadow=\"on\"][et_pb_row _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_text module_class=\"blog_special_content\" _builder_version=\"4.11.1\" _module_preset=\"default\" global_colors_info=\"{}\"]Die vielger\u00fchmte Customer Journey sieht f\u00fcr verschiedene Branchen und Produktbereiche sehr unterschiedlich aus. Die Reise kann vollst\u00e4ndig digital, hybrid mit einer digitalen Vorauswahl und anschlie\u00dfender Sales-Beratung oder direkt im Einzelhandel stattfinden. Letztlich geht es darum, f\u00fcr sich selbst den eigenen Bedarf und die Anforderungen zu sammeln, mit Informationen anzureichern, abzuw\u00e4gen, zu entscheiden und mit einem guten Gef\u00fchl den Kauf zu t\u00e4tigen. (\u201eDie richtige Wahl, der beste Preis, die tollste Funktion.\u201c)[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\" admin_label=\"Zitat 1\" module_class=\"zitat_noah_wrapper\" _builder_version=\"4.11.1\" _module_preset=\"default\" custom_css_main_element=\"display: flex;||width: 45%;||flex-direction: row;||margin: 50px 0 !important;\" da_disable_devices=\"off|off|off\" locked=\"off\" collapsed=\"on\" global_colors_info=\"{}\" custom_css_main_element_last_edited=\"on|tablet\" custom_css_main_element_phone=\"display: flex;||flex-direction: column;||padding: 50px 20px !important;\" custom_css_main_element_tablet=\"display: flex;||width: 60%;||flex-direction: row;||margin: 50px 0 !important;\" da_is_popup=\"off\" da_exit_intent=\"off\" da_has_close=\"on\" da_alt_close=\"off\" da_dark_close=\"off\" da_not_modal=\"on\" da_is_singular=\"off\" da_with_loader=\"off\" da_has_shadow=\"on\"][et_pb_row admin_label=\"Bild\" _builder_version=\"4.11.1\" _module_preset=\"default\" background_image=\"https:\/\/eder.de\/wp-content\/uploads\/2021\/11\/Bild_1.jpg\" global_colors_info=\"{}\" custom_css_main_element_last_edited=\"on|phone\" custom_css_main_element_phone=\"display: none;\"][et_pb_column type=\"4_4\" _builder_version=\"4.11.1\" _module_preset=\"default\" global_colors_info=\"{}\"][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\"4.11.1\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.11.1\" _module_preset=\"default\" custom_css_main_element=\"justify-content: center !important;\" global_colors_info=\"{}\"][et_pb_text admin_label=\"Zitat\" module_class=\"blog_ausbildung_zitat agentur_text_gradient\" _builder_version=\"4.11.1\" _module_preset=\"default\" custom_css_main_element=\"font-size: 30px;||line-height: 1.2;||font-style: italic;||padding: 20px 50px;\" global_colors_info=\"{}\" custom_css_main_element_last_edited=\"on|phone\" custom_css_main_element_phone=\"font-size: 25px;\"]Eine gute Produktkommunikation pr\u00e4sentiert die Vorteile, die Funktionsweise und die \u00c4sthetik des Produktes.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\" admin_label=\"Text Abschnitt 2\" module_class=\"text_wrapper\" _builder_version=\"4.11.1\" _module_preset=\"default\" custom_css_main_element=\" display: flex;|| flex-direction: column;|| max-width: 800px;|| margin: 0 auto !important;|| margin-top: 20px !important;\" da_disable_devices=\"off|off|off\" locked=\"off\" collapsed=\"off\" global_colors_info=\"{}\" custom_css_main_element_last_edited=\"on|phone\" custom_css_main_element_tablet=\"display: flex;||flex-direction: column;||margin: 0 50px !important;||\" custom_css_main_element_phone=\"display: flex;||flex-direction: column;||margin: 0 20px !important;||\" da_is_popup=\"off\" da_exit_intent=\"off\" da_has_close=\"on\" da_alt_close=\"off\" da_dark_close=\"off\" da_not_modal=\"on\" da_is_singular=\"off\" da_with_loader=\"off\" da_has_shadow=\"on\"][et_pb_row _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_text module_class=\"blog_special_content\" _builder_version=\"4.11.1\" _module_preset=\"default\" hover_enabled=\"0\" global_colors_info=\"{}\" sticky_enabled=\"0\"]Genau hier setzt gute Produktkommunikation an. Sie muss den Interessenten exakt die Vorteile, die Funktionsweise oder auch die Sch\u00f6nheit des Produktes pr\u00e4sentieren. Und das in einer Form, die Zielgruppen-gerecht in Ansprache und inhaltlicher Tiefe die sp\u00e4tere Kaufentscheidung unterst\u00fctzt. \r\n\r\nWie mangelhafte Produktkommunikation aussieht, k\u00f6nnen wir t\u00e4glich erleben: Bei der Suche eines Produkts im Internet fehlen wichtige Daten wie Ma\u00dfbl\u00e4tter, die Produkte werden nur einseitig im Bild dargestellt und der \u201ePoint of View\u201c ist f\u00fcr den Interessenten v\u00f6llig anders gelagert als f\u00fcr den Anbieter. Produktmerkmale und Funktionserl\u00e4uterungen k\u00f6nnen erst nach mehrj\u00e4hrigem Ingenieurs-Studium \u201eentschl\u00fcsselt\u201c werden. Genauso frustrierend sind fehlende Informationen bei Beratungsgespr\u00e4chen mit Vertriebsmitarbeitern (\u201eDas muss ich erst recherchieren, das kann ich Ihnen aktuell nicht beantworten.\u201c)\r\n\r\nDas ber\u00fchmte Warren Buffett Zitat \u201eInvestiere nur in Aktien, deren Gesch\u00e4ft Du auch verstehst\u201c l\u00e4sst sich daher auch hervorragend auf die Produktkommunikation adaptieren: Interessenten k\u00f6nnen nur dann zu zufriedenen Kunden gemacht werden, wenn die Produkte einfach erkl\u00e4rt und verstanden werden.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\" admin_label=\"Zitat 2\" module_class=\"zitat_noah_wrapper\" _builder_version=\"4.11.1\" _module_preset=\"default\" custom_css_main_element=\"display: flex;||width: 45%;||flex-direction: row;||margin: 50px 0 !important;||margin-left: 55% !important;\" da_disable_devices=\"off|off|off\" locked=\"off\" collapsed=\"on\" global_colors_info=\"{}\" custom_css_main_element_last_edited=\"on|phone\" custom_css_main_element_phone=\"display: flex;||flex-direction: column;||padding: 50px 20px !important;\" custom_css_main_element_tablet=\"display: flex;||width: 60%;||flex-direction: row;||margin: 50px 0 !important;||margin-left: 40% !important;\" da_is_popup=\"off\" da_exit_intent=\"off\" da_has_close=\"on\" da_alt_close=\"off\" da_dark_close=\"off\" da_not_modal=\"on\" da_is_singular=\"off\" da_with_loader=\"off\" da_has_shadow=\"on\"][et_pb_row _builder_version=\"4.11.1\" _module_preset=\"default\" custom_css_main_element=\"justify-content: flex-end !important;\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.11.1\" _module_preset=\"default\" custom_css_main_element=\"justify-content: center !important;\" global_colors_info=\"{}\"][et_pb_text admin_label=\"Zitat\" module_class=\"blog_ausbildung_zitat agentur_text_gradient\" _builder_version=\"4.11.1\" _module_preset=\"default\" custom_css_main_element=\"font-size: 30px;||line-height: 1.2;||text-align: right !important;||font-style: italic;||padding: 20px 50px;\" global_colors_info=\"{}\" custom_css_main_element_last_edited=\"on|phone\" custom_css_main_element_phone=\"font-size: 25px;\"]Produktkommunikation hat im Pre-Sales Prozess mehr Einfluss als die hochgelobte Produktkampagne.[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=\"Bild\" _builder_version=\"4.11.1\" _module_preset=\"default\" background_image=\"https:\/\/eder.de\/wp-content\/uploads\/2021\/11\/Bild_2.jpg\" collapsed=\"off\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.11.1\" _module_preset=\"default\" global_colors_info=\"{}\"][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\" admin_label=\"Text Abschnitt 3\" module_class=\"text_wrapper\" _builder_version=\"4.11.1\" _module_preset=\"default\" hover_enabled=\"0\" custom_css_main_element=\" display: flex;|| flex-direction: column;|| max-width: 800px;|| margin: 0 auto !important;|| margin-top: 20px !important;\" da_disable_devices=\"off|off|off\" locked=\"off\" collapsed=\"off\" global_colors_info=\"{}\" custom_css_main_element_last_edited=\"on|tablet\" custom_css_main_element_tablet=\"display: flex;||flex-direction: column;||margin: 0 50px !important;\" custom_css_main_element_phone=\"display: flex;||flex-direction: column;||margin: 0 20px!important;||\" sticky_enabled=\"0\" da_is_popup=\"off\" da_exit_intent=\"off\" da_has_close=\"on\" da_alt_close=\"off\" da_dark_close=\"off\" da_not_modal=\"on\" da_is_singular=\"off\" da_with_loader=\"off\" da_has_shadow=\"on\"][et_pb_row _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_text module_class=\"blog_special_content\" _builder_version=\"4.11.1\" _module_preset=\"default\" hover_enabled=\"0\" global_colors_info=\"{}\" sticky_enabled=\"0\"]

Dabei hat aus meiner Sicht die Produktkommunikation im Pre-Sales Prozess wesentlich h\u00f6heren Einfluss als die hochgelobte Produktkampagne. Wohl gemerkt: Beides ist wichtig, aber allein im Upselling werden in vielen Branchen die relevanten Deckungsbeitr\u00e4ge erzielt, die ohne klare Produktkommunikation und Nutzen-Versprechen nicht m\u00f6glich w\u00e4ren.<\/p>\r\n

Letztlich ist die Produktkommunikation nicht nur die kommunikative \u201eKlammer\u201c im Produkt-Lebenszyklus, sondern eben auch im gesamten vertrieblichen Prozess: Von der Pre-Sales Phase - wie beschrieben - bis zur After-Sales Betreuung. Verbesserungen im Produkt, optimierte Funktionalit\u00e4t oder auch die Schaffung nachfolgender Kaufanreize sollten deswegen mit gleicher Professionalit\u00e4t und angepasster Informationstiefe kommuniziert werden wie in der gesamten Pre-Sales Phase.<\/p>\r\n

Alles nicht neu?<\/strong>
So einfach wie die B\u00f6rsenweisheit von Warren Buffett sollte sich daher auch professionelle Produktkommunikation anf\u00fchlen und erleben lassen. Verst\u00e4ndliche Produkterkl\u00e4rungen, klare Vermarktungs- und Vertriebskonzepte mit marktgerechten Animationen, Bildern und Texte \u00fcber den gesamten Lebenszyklus Ihrer Produkte!<\/p>\r\n

\u00a0<\/p>\r\n

Oder wie wir gerne sagen:
The Power to WOW!<\/strong><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\" disabled_on=\"off|off|off\" admin_label=\"Startseite\" _builder_version=\"4.11.1\" _module_preset=\"default\" custom_css_main_element=\"margin-top: 100px !important;||background-color: #373B3E;||max-height: 365px !important;||\tdisplay: flex;||\tflex-direction: row;||\tflex-wrap: nowrap;||\talign-content: flex-start;||\tjustify-content: space-between;||\talign-items: stretch;||\tcolor: #fff;\" da_disable_devices=\"off|off|off\" locked=\"off\" collapsed=\"on\" global_colors_info=\"{}\" custom_css_main_element_last_edited=\"on|desktop\" custom_css_main_element_tablet=\"height: 100% !important;||width: 100% !important;||margin-top: 100px !important;||background-color: #373B3E;||\/*max-height: 365px !important;*\/||\tdisplay: flex;||\tflex-direction: column;||\tflex-wrap: nowrap;||\talign-content: flex-start;||\tjustify-content: space-between;||\talign-items: stretch;||\tcolor: #fff;||\" da_is_popup=\"off\" da_exit_intent=\"off\" da_has_close=\"on\" da_alt_close=\"off\" da_dark_close=\"off\" da_not_modal=\"on\" da_is_singular=\"off\" da_with_loader=\"off\" da_has_shadow=\"on\"][et_pb_row admin_label=\"Box mit HG\" _builder_version=\"4.11.1\" _module_preset=\"default\" background_image=\"https:\/\/eder.de\/wp-content\/uploads\/2021\/11\/Ueberzeugen_Sie_sich_selbst_BG.jpg\" background_position=\"center_right\" background_last_edited=\"on|desktop\" custom_css_main_element=\"\twidth: 40% !important;||\tcolor: #fff;||\tbackground-size: cover;||\tdisplay: flex;||\talign-items: center;||\tflex-direction: column;||\tjustify-content: center;\" global_colors_info=\"{}\" custom_css_main_element_last_edited=\"on|tablet\" custom_css_main_element_tablet=\"width: 100% !important;||height: 100% !important;||\tcolor: #fff;||\tbackground-size: cover;||\tdisplay: flex;||\talign-items: center;||\tflex-direction: column;||\tjustify-content: center;\"][et_pb_column type=\"4_4\" _builder_version=\"4.11.1\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_text admin_label=\"\u00dcberzeugen Sie sich selbst.\" module_class=\"leistung_accordion_box_headline\" _builder_version=\"4.11.1\" _module_preset=\"default\" custom_css_main_element=\"padding: 80px 60px !important;||text-align: right !important;\" global_colors_info=\"{}\" custom_css_main_element_last_edited=\"on|tablet\" custom_css_main_element_tablet=\"padding: 80px 60px !important;||text-align: center !important;\"]\u00dcberzeugen Sie sich selbst.[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=\"Zur Startseite\" _builder_version=\"4.11.1\" _module_preset=\"default\" background_image=\"https:\/\/eder.de\/wp-content\/uploads\/2021\/11\/Grauer_BG_eder_v02.jpg\" custom_css_main_element=\"display: flex;||\twidth: 60% !important;||\tflex-direction: column;||\tflex-wrap: nowrap;||\tjustify-content: center;||\tpadding: 60px !important;|| padding-left: 25% !important;\" global_colors_info=\"{}\" custom_css_main_element_last_edited=\"on|phone\" custom_css_main_element_tablet=\"width: 100% !important;||height: 300px !important;||display: flex;||\tflex-direction: column;||\tflex-wrap: nowrap;||\tjustify-content: center;||\tpadding: 60px !important;|| padding-left: 35% !important;\" custom_css_main_element_phone=\"width: 100% !important;||height: 230px !important;||display: flex;||\tflex-direction: column;||\tflex-wrap: nowrap;||\tjustify-content: center;||\tpadding: 60px !important;|| padding-left: 35% !important;\"][et_pb_column type=\"4_4\" _builder_version=\"4.11.1\" _module_preset=\"default\" custom_css_main_element=\"justify-content: center !important;\" global_colors_info=\"{}\"][et_pb_button button_url=\"@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6Ijg3NjAifX0=@\" button_text=\"Zur Startseite\" admin_label=\"Button\" module_class=\"button_basic button_white\" _builder_version=\"4.11.1\" _dynamic_attributes=\"button_url\" _module_preset=\"default\" global_colors_info=\"{}\"][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\" admin_label=\"Beitrag-Footer-Navigation\" module_class=\"blog_footer_wrapper\" _builder_version=\"4.9.4\" _module_preset=\"default\" da_disable_devices=\"off|off|off\" global_module=\"8219\" saved_tabs=\"all\" collapsed=\"on\" global_colors_info=\"{}\" da_is_popup=\"off\" da_exit_intent=\"off\" da_has_close=\"on\" da_alt_close=\"off\" da_dark_close=\"off\" da_not_modal=\"on\" da_is_singular=\"off\" da_with_loader=\"off\" da_has_shadow=\"on\"][et_pb_row _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.9.0\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_post_nav in_same_term=\"on\" _builder_version=\"4.9.4\" _module_preset=\"default\" global_colors_info=\"{}\"][\/et_pb_post_nav][et_pb_text admin_label=\"Zur\u00fcck zur \u00dcbersicht\" module_class=\"blog_zur_uebersicht button_basic button_green\" _builder_version=\"4.9.4\" _dynamic_attributes=\"link_option_url\" _module_preset=\"default\" text_orientation=\"center\" link_option_url=\"@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjYzIn19@\" global_colors_info=\"{}\"]Zur\u00fcck zur \u00dcbersicht[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]","_et_gb_content_width":"","footnotes":""},"categories":[45],"tags":[],"class_list":["post-20236","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-en"],"yoast_head":"\nOnly buy products you understand.<\/title>\n<meta name=\"description\" content=\"Good product communication makes the difference. By that we mean presenting prospective customers with the benefits of the product, explaining how it works and highlighting its aesthetic appeal.\" \/>\n<link rel=\"canonical\" href=\"https:\/\/eder.de\/en\/blog\/2021\/11\/12\/only-buy-products-you-understand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Only buy products you understand.\" \/>\n<meta property=\"og:description\" content=\"Good product communication makes the difference. By that we mean presenting prospective customers with the benefits of the product, explaining how it works and highlighting its aesthetic appeal.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/eder.de\/en\/blog\/2021\/11\/12\/only-buy-products-you-understand\/\" \/>\n<meta property=\"og:site_name\" content=\"eder - Agentur f\u00fcr Produktkommunikation\" \/>\n<meta property=\"article:published_time\" content=\"2021-11-12T07:00:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-02-13T07:41:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/eder.de\/wp-content\/uploads\/2021\/11\/eder_Blogbeitrag_Kaufe_nur_Produkte_die_Du_auch_verstehst.png\" \/>\n\t<meta property=\"og:image:width\" content=\"400\" \/>\n\t<meta property=\"og:image:height\" content=\"260\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\">\n\t<meta name=\"twitter:data1\" content=\"14 minutes\">\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/eder.de\/en\/#organization\",\"name\":\"Agentur eder\",\"url\":\"https:\/\/eder.de\/en\/\",\"sameAs\":[],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/eder.de\/en\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/eder.de\/wp-content\/uploads\/2021\/05\/eder_agentur_fuer_produktkommunikation.svg\",\"width\":100,\"height\":38,\"caption\":\"Agentur eder\"},\"image\":{\"@id\":\"https:\/\/eder.de\/en\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/eder.de\/en\/#website\",\"url\":\"https:\/\/eder.de\/en\/\",\"name\":\"eder - Agentur f\\u00fcr Produktkommunikation\",\"description\":\"Als Spezialist f\\u00fcr Ihre Produktkommunikation erstellen wir digitale Medien f\\u00fcr alle Bedarfe. Sie finden uns in Stuttgart, Hamburg und Sofia.\",\"publisher\":{\"@id\":\"https:\/\/eder.de\/en\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":\"https:\/\/eder.de\/en\/?s={search_term_string}\",\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/eder.de\/en\/blog\/2021\/11\/12\/only-buy-products-you-understand\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/eder.de\/wp-content\/uploads\/2021\/11\/eder_Blogbeitrag_Kaufe_nur_Produkte_die_Du_auch_verstehst.png\",\"width\":400,\"height\":260,\"caption\":\"Die Agentur eder ist ihr Partner f\\u00fcr Premium Product Communication\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/eder.de\/en\/blog\/2021\/11\/12\/only-buy-products-you-understand\/#webpage\",\"url\":\"https:\/\/eder.de\/en\/blog\/2021\/11\/12\/only-buy-products-you-understand\/\",\"name\":\"Only buy products you understand.\",\"isPartOf\":{\"@id\":\"https:\/\/eder.de\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/eder.de\/en\/blog\/2021\/11\/12\/only-buy-products-you-understand\/#primaryimage\"},\"datePublished\":\"2021-11-12T07:00:32+00:00\",\"dateModified\":\"2023-02-13T07:41:37+00:00\",\"description\":\"Good product communication makes the difference. By that we mean presenting prospective customers with the benefits of the product, explaining how it works and highlighting its aesthetic appeal.\",\"breadcrumb\":{\"@id\":\"https:\/\/eder.de\/en\/blog\/2021\/11\/12\/only-buy-products-you-understand\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/eder.de\/en\/blog\/2021\/11\/12\/only-buy-products-you-understand\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/eder.de\/en\/blog\/2021\/11\/12\/only-buy-products-you-understand\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"item\":{\"@type\":\"WebPage\",\"@id\":\"https:\/\/eder.de\/en\/\",\"url\":\"https:\/\/eder.de\/en\/\",\"name\":\"Startseite\"}},{\"@type\":\"ListItem\",\"position\":2,\"item\":{\"@type\":\"WebPage\",\"@id\":\"https:\/\/eder.de\/en\/blog\/2021\/11\/12\/only-buy-products-you-understand\/\",\"url\":\"https:\/\/eder.de\/en\/blog\/2021\/11\/12\/only-buy-products-you-understand\/\",\"name\":\"Only buy products you understand.\"}}]},{\"@type\":\"Article\",\"@id\":\"https:\/\/eder.de\/en\/blog\/2021\/11\/12\/only-buy-products-you-understand\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/eder.de\/en\/blog\/2021\/11\/12\/only-buy-products-you-understand\/#webpage\"},\"author\":{\"@id\":\"https:\/\/eder.de\/en\/#\/schema\/person\/9c8d962556d500e3e02fa3e43f2ef1ea\"},\"headline\":\"Only buy products you understand.\",\"datePublished\":\"2021-11-12T07:00:32+00:00\",\"dateModified\":\"2023-02-13T07:41:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/eder.de\/en\/blog\/2021\/11\/12\/only-buy-products-you-understand\/#webpage\"},\"publisher\":{\"@id\":\"https:\/\/eder.de\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/eder.de\/en\/blog\/2021\/11\/12\/only-buy-products-you-understand\/#primaryimage\"},\"articleSection\":\"Blog\",\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/eder.de\/en\/#\/schema\/person\/9c8d962556d500e3e02fa3e43f2ef1ea\",\"name\":\"saraminaei\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","_links":{"self":[{"href":"https:\/\/eder.de\/en\/wp-json\/wp\/v2\/posts\/20236","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/eder.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eder.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eder.de\/en\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/eder.de\/en\/wp-json\/wp\/v2\/comments?post=20236"}],"version-history":[{"count":12,"href":"https:\/\/eder.de\/en\/wp-json\/wp\/v2\/posts\/20236\/revisions"}],"predecessor-version":[{"id":25852,"href":"https:\/\/eder.de\/en\/wp-json\/wp\/v2\/posts\/20236\/revisions\/25852"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eder.de\/en\/wp-json\/wp\/v2\/media\/20188"}],"wp:attachment":[{"href":"https:\/\/eder.de\/en\/wp-json\/wp\/v2\/media?parent=20236"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eder.de\/en\/wp-json\/wp\/v2\/categories?post=20236"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eder.de\/en\/wp-json\/wp\/v2\/tags?post=20236"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}