“How to Answer Inquiries & Promote: Features vs Benefits” written by Mike Marko.
Are you having people ask you what’s your product all about? Or what service do you provide?
How do you answer?
Well the answer is maybe not quite as straight forward as you think.
That’s why today I’m going to talk about the difference of features vs benefits.
How To Promote Your Business: Features vs Benefits
Before we dive into how you should answer that question: what are features and what are benefits.
Features vs Benefits: What Are Features
Features are defined as surface statements about your product, such as what it can do, its dimensions and specs and so on.
Examples of features include:
- product weight
- how many lines of code
- how many servers are hosting the platform
- number of existing customers
- size of factory
- location of headquarters
- number of design iterations to reach existing design
- number of webpages
and the list goes on…
Features vs Benefits: What Are Benefits
Benefits, by definition, show the end result of what a product can actually accomplish for the reader.
Examples of benefits include (and are parallel to the features above):
- light enough to be carried anywhere
- able to handle even the most complicated of situations that you throw at it
- will always be running to help you keep your business going
- benefit of having lots of user feedback to make platform as easy and straight forward as possible
- safe for people with peanut allergies
- able to ramp up product to fit your demand and customer orders
- able to respond to your needs during your normal business hours
- optimized to be a dependable platform that will run defect free
- lots of options to choose from to suite your specific needs
and this list also goes on…
Features vs Benefits: So How Should You Answer?
Now that you have a better understanding of features vs benefits, lets talk about how to answer customer questions.
Let’s start by being blunt… your customer doesn’t really care about your product or service.
I’ll let that sink in for a second.
That’s right… that don’t really care about any of the FEATURES your product or service has.
So what do they care about? They care about what’s in it for them. Or in other words, how can your product make their lives easier or more fun. Period.
Your customers care more about the BENEFITS…. but wait a minute.. .what benefits would your customers be interested in?
You can’t even begin to answer this unless you understand your target customer and what problems they have that you can solve. The benefits may be different depending on your target customer(s).
An Example of Defining Benefits
For example, if you have a product that carries and protects laptops at a low cost (ok… it’s a laptop carrying case). Let’s say that your stylish laptop carrying case is of interest to female college students and their parents.
The college student will be interested in how stylish and “in” it looks (a social status benefit) while the parents will be interested in the low cost and that it has extra padding to prevent damage to the laptop when the student tosses it into their locker. There are two sets of benefits… and that means your advertising needs to address these two sets of benefits simultaneously in the same ad copy, or you may have to run two separate ads speaking to each target customer.
Final Thoughts On Features vs Benefits
Knowing what to promote to your potential customers is key to helping ensure you get the sales you want. If you promote information that is of no interest to them… then you won’t be as effective in your business.
If you want help marketing your products or services feel free to contact me and we can talk about the best way to market your business.
And always keep in mind… enjoy the journey!
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