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It's more about who you adressing in your marketing messages based on your target segmentation. In my POV, benefits based message is the perfect approach generally but things are all about your market positions regarding your product/service; There are many aspects could be based to position your product such as problem/solution, value, quality, benefit driven, feature driven, rivalry driven, relational, aspiration and warm/fuzzy, you have to choose accordingly based on your product nature then tackling the needs of the main targeted audiance groups in order to translate it into diffrent factors and components. Plan well before you decide which aspect to approcah.
