13. Product communication

Communicating about a product means communicating about what the company is selling. At its core, then, it's a traditional commercial act, but here again, things are changing. If communication asserts without demonstrating, it's because salespeople inform in order to sell. Today's consumers are well-informed and educated, making these methods outdated and even counter-productive for the company. Today, to be effective, you have to explain, demonstrate and prove your claims. This creates new strata in product communication: pre-sales, sales, purchasing and after-sales.

A common mistake is to present the "good feelings" of sustainable development as the primary selling point. You don't buy good feelings, you buy a product; you have to prioritize your messages.