Features tell, benefits sell! Let this be your new marketing mantra.
Many of us can get caught up in the features of our products when we advertise and market for them, and why wouldn’t we?
Of course you want your reader to know about the super cool thing that you’re selling and how fast or effective it is, but ultimately what your potential customers want to know is what your product can do for them. How can it make their life better or easier, what problem or issue can it solve?
An example of this may be that you have a business selling mattresses. When your potential customers think about upgrading their mattress, it’s not the mattress they want, it’s the good night sleep that your mattress provides. In that case, when advertising your mattress you could say something like this:
“Buy our famous SleepX Memory Foam Mattress for the best night sleep you’ve ever had. You’ll wake up feeling refreshed and ready for your day because this model of mattress has pressure point relief and motion isolation features!”
Now you’re probably thinking “Yep, that’s the mattress for me” and your customers are going to be thinking the same thing. But without that customer and benefit-oriented approach, the advertisement may have just said this:
“Buy our mattress because it has pressure point relief and motion isolation.”
I don’t know about you but the second ad doesn’t excite me, and the message isn’t strong enough for me to want to buy that mattress. That’s because it only talks about the products features, and not how I can benefit from them.
So when you’re trying to sell something whether it be a product or service, you want to paint a picture for your potential customers – their dream or goal, with your product in it. We all know that humans are emotional creatures. If you can appeal to a persons emotions, you can effectively advertise and market to them.
This isn’t to say that you should deliberately manipulate or play on your customers insecurities. In fact, this approach to marketing aims to do exact the opposite. It aims to show your potential customers how YOU can help THEM. To show true value of your service and how it can be useful.
By this stage you might be wondering “But how do I find the benefit in the feature?”
The “So What?” method is the answer.
Grab a piece of paper or a word document and create a three-column table. Label these three columns with the titles (1) Feature. (2) So What? (3) Benefit.
Below is an example of how to set up the table and 2 examples of how it’s used.
|Anti-lock car brakes.||Your car brakes won’t lock up in case of accident.||This keeps you and your family safe on the road.|
|100% natural and vegan skin care.||Product does not contain harmful chemicals or artificial ingredients.||This ensures your skin is healthy and prevents long-term damage to skin.|
Turning your features into benefits is a marketing strategy that has proven useful to large and small brands and businesses all around the world for many years. Try it out for yourself when planning your next marketing campaign and wait and see the difference.