I just read that the 25th anniversary of the release of the classic film ‘Ferris Beuller’s Day Off’ is this year. My first thought was that I am very old, but my second thought was Mathew Broderick’s quote from the movie as Ferris, “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.”
Okay, so you’re probably wondering where I’m going with this…well, as I was drafting some copy about one of our products the other day, it occurred to me that one of the main reasons for the existence of our offerings is part of this quote. Oh, we position it differently, using phrases like ‘high-speed viewing’ for our document viewer and ‘rapid batch conversion’ for our image conversion application and ‘lead the industry in performance and reliability’ for our imaging SDK, but one of the central themes is speed.
In fact, if you look up ‘high-speed viewing’ or ‘rapid batch conversion’ online, we come up first in the results – that’s how focused we are on these features. In this age of instant everything at your fingertips, more and more businesses are trying to give people what they want – fast answers and quick reliable solutions to address their needs.
But what about the benefits – the ole what’s in it for me factor? High-speed viewing may be a great attribute – but to help you accomplish what? Seems that all too often we get caught up in the whiz bang features, only to realize that we don’t even use most of them. Plus, as marketers we need to keep in mind the difference between the features (double agitating wash cycle) and the benefits (cleaner clothes).
Well I’m happy to say (okay, write) that there are real-world tangible benefits to ‘high-speed viewing’ that are employed every day in a variety of industries, particularly those that are forms-driven. For example in the banking, financial services and insurance verticals, high-speed document and image viewers are employed to efficiently and accurately expedite a multitude of forms to streamline processing and enhance customer service.
In the healthcare sector, document and image viewers are used to provide better patient care through instant and secure access to patient records information including medical files & charts, scans, x-rays, and doctors’ notes providing a more comprehensive medical history and therefore better patient care.
If Ferris had access to our document viewer, he might have said, “It is so choice. If you have the means, I highly recommend picking one up.” Okay, so he was referring to a Ferrari when he spoke this line, but who’s counting. Wait, I may be onto something here, ‘VirtualViewer – the Ferrari of Viewers!’ Hmmm, wonder if we can afford the legal fees if we use this comparison…