Features and Benefits
One of the most common mistakes a marketer makes when writing a sales letter is sharing too many of the features and not enough of the benefits. Today I’ll share a little trick with you so you’ll be able to tell the difference.
A feature explains a characteristic about a product. An example would be a silver patio set that weighs more than 100 pounds and made of heavy-duty steel. While this certainly explains a little about the product, the traits don’t explain how they help the customer.
Features play a part in helping the customer compare product #1 against product #2, but they don’t motivate the potential customer to buy. When you want to convince a customer that your product is what they need, it’s the benefits that matter most.
A benefit tells the customer what they will “gain” from the feature. It answers the utmost important question of what’s in it for me. Basically, what result will the buyer experience?
Let’s use the product example above to illustrate what the benefits would be of owning the patio set. What value does the patio set offer to the customer if it’s made of heavy-duty steel?
- You could relate that this makes it more durable and longer-lasting than most patio sets; customers will save money because it won’t need replacing for many years.
- Since the patio set is made of steel, it can be painted to match any outdoor décor. Instantly, the gal who likes everything to coordinate is picturing her back yard with perfectly colored table and chairs.
- It weighs 100 pounds so you won’t need to fetch your table from the neighbor’s yard after a high gust of wind. Plus, would-be thieves aren’t likely to walk away with it because it’s too cumbersome and heavy.
Keep in mind when you’re writing a sales letter, features tell and benefits sell. Features inform the buyer while benefits motivate them to click the buy button so they can experience the end result.
Features to Benefits Trick
If you’re still having a problem wrapping your head around the difference between a feature and a benefit, the following exercise may help.
After every feature statement, follow it with either “which means” or “so what” until you drill down the feature to reveal the benefit it provides. I’ve include some examples below.
Razors for men:
Feature: Engineered to reduce annoying tug and pull.
Benefit: Experience a comfortable, pain-free shave.
Feature: Thick and absorbent.
Benefit: Clean up with one sheet, saves money and eliminates waste.
Feature: Smart AUTO recognizes 32 predefined shooting situations.
Benefits: Eliminates the guesswork from taking pictures; enable you to produce breathtaking, realistic photos with ease.
Always follow with “which means” or “so what” until you’ve drilled the benefit from the feature phrase. Use this how to turn a feature into a benefit trick until you’re confident you’ve gotten it mastered.
As they say, practice makes perfect!
Have you tried this feature to benefit trick before today? Leave a comment below and let me know!
Thanks for reading,
P.S. Did you enjoy this message? If so, please share it with your friends so they can benefit from schmoozing. Then, if you want to get more messages like this one, connect with me via my social links below or hop aboard my notification list. I would like to keep in touch.