A feature about demonstrating the benefit!

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A feature about demonstrating the benefit!

Features and Benefits Commonly accepted marketing wisdom suggests that customers like benefits. They don’t give a damn about features. A classic Marketing 101 exercise suggests that you take a piece of paper, and on the left side, write down a list of your product or service’s features. On the right side, list the corresponding benefit(s).

featuresvsbenefits

Features and Benefits

Commonly accepted marketing wisdom suggests that customers like benefits. They don’t give a damn about features. A classic Marketing 101 exercise suggests that you take a piece of paper, and on the left side, write down a list of your product or service’s features. On the right side, list the corresponding benefit(s).

Heaters Feature: It comes with a timer.
Benefit: Your house will be warm when you get home from work.

Lipstick Feature: Fancy-pants patent-pending co-enzyme light-diffusing blah blah blah.
Benefit: Your lips will be glossier.

Trousers Feature: Lycra panels at the waist
Benefit: You will look 10 pounds slimmer.

It’s a little harder to demonstrate when you’re selling a service. Features and benefits tend to look alike. Here are a few:

Phone service Feature: Call forwarding
Benefit: You’ll never miss another important call.

Internet service Feature: 7 megabyte per second download speed
Benefit: All those mp3s you’re stealing come much faster.

Web design Feature: Knowledge of PHP, AJAX, JavaScript, etc.
Benefit: You get a pretty website.

What if you can’t figure out if something is a feature or a benefit?

If you don’t know, drill down. Ask why whatever it is you’re thinking about is important to your customer. When you arrive at an answer that even a three-year-old could understand, you’ve found your benefit.

For example, let’s say you run a freelance writing business. You have a network of other writers to whom you can subcontract. Is your network a benefit or a feature?

You: I have a team of freelancers available to me.
Customer: Why do I care?
You: Because you can have your stuff done 5 times faster.

1 Comment

  1. Cutiningfum says:

    I highly enjoyed reading your post, keep up creating such interesting articles.

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