It’s not about what you do. It’s about what you do for them.
My team has been developing some new website content for a client this week. And in doing so, we’ve been carefully breaking down the business in terms of features and benefits. When you’re marketing your products and/or services, are you promoting the features of your business, or the benefits they provide?
Are you aware of the differences between features and benefits? If not, don’t worry. You’re not alone! It’s easy to confuse the two.
A feature is a fact about a specific product or service, and a benefit is something meaningful that feature offers the end user.
In this article, we will attempt to explain benefits vs. features while giving you tips on how to use them both in your marketing message .
To make this simple, let’s imagine we’re selling a chocolate bar that will appeal to health-conscious young mothers.
Our chocolate bar is made with vegan ingredients. It is 100% organic, free of refined sugar, and contains no gluten. It is made with fair trade chocolate grown by working mothers in a developing country and its wrapper is biodegradable.
Those would all be features of the chocolate bar. Do you follow?
- fair trade
- supports working women
- biodegradable wrapper
Now, what would the benefits of that chocolate bar be?
- enjoy a chocolate treat knowing it hasn’t been made with any animal products
- consume a chocolate treat without consuming pesticides
- indulge in a sweet treat without suffering dietary damages caused by refined sugar
- have a chocolate bar without having a gluten attack
- feel good about your chocolate break knowing that the cocoa was grown and sold in a fair manner that benefited the female farmers
- good until after the last bite, this chocolate bar does not have a negative impact on the environment as its wrapper will biodegrade
Do you see how, by breaking the features down into benefits, you can see a clearer picture of why the target customer really cares about buying this chocolate bar?
By nailing down the benefits you have to offer, you can make a much better argument about why the customer should choose your product (in this case, your chocolate bar) over competing products.
Instead of touting your features, promote your benefits!
Your customers and clients need to be reminded about why you are the best option, so make it easy for them to see that.
Get inside your client’s head and really become familiar with what it is you have to offer that can make his or her life better. Then make a list of all of those things. Those are your benefits. The client doesn’t really care about the fact that your chocolate bar is vegan. They care about the fact that no animals have been used in making it, because they feel strongly about not eating animal products. They don’t care that your bar is gluten-free. They care about the fact that their stomach won’t puff up and feel bloated for a day or two like it does when they eat products containing gluten.
Do you see the distinction?
As a great practice, study your competitors’ marketing materials and see which benefits they are promoting and which ones they are missing. Then get to work on promoting your business in a whole new way.
Leave a comment below and show me how you can take a key feature of your business and turn it into a benefit!