The difference between features and benefits
The difference between features and benefits is the difference between your ideal client sitting up and taking notice of your marketing message or ignoring it and moving on.
All too often small business owners fail to attract their ideal client because all they talk about are the bog standard facts, or features, of their business. They fail to engage with their prospects on an emotional level that makes them sit up and take notice.
To gain interest from a prospect you need to make them feel that you are talking about them, that you can understand the pain point or problem they are having and that you have the resources to help them out (the benefits).
First and foremost, you need to know who your ideal client is and what problem they are having that you can solve. Once you know the pain point of your ideal client, to attract their interest you need to make sure you can explain clearly the benefits of your business and not just the features. If you can’t, your business isn’t thought through well enough and prospects won’t understand what you can do for them or why they should engage in conversation with you.
Remember to get across quickly and clearly what pain point you can solve for them and how it will change their life for the better by using your products or services.
As the saying goes
‘Features tell, benefits sell’
People don’t buy a bed. They buy a good night’s sleep.
People don’t buy books. They buy a way to expand their knowledge.
People don’t buy wellington boots. They buy protection for their feet from mud and water.
People don’t buy diet pills. They buy a way to lose 30 pounds in 30 days.
What is a feature?
A feature is a factual statement about the product or service.
But people don’t buy features. They buy benefits.
What is a benefit?
A benefit answers the question “What’s in it for me?”
Here are a few examples
Feature: SPF Factor 30
Benefit: Allows you to stay out in the sun for longer without getting burnt
Feature: Self-tanning properties
Benefit: A safer long lasting tan all year round
Feature: Once a day application
Benefit: No more chasing the kids around and stopping them having fun having to apply every hour
Benefit: Each piece is unique so no one in the world will have the exact same item as you
Feature: Gemstone jewellery
Benefit: Higher quality, will not cause skin irritation or discolour
Feature: Fully qualified
Benefit: Trust that they know what they are doing and are not going to leave you injured
Feature: Tailored exercise and nutrition program
Benefit: Results driven to help you lose weight, avoid heart attack and prolong life
Feature: Online coaching course
Benefit: Learn from the comfort of your own home without time and cost of attending full day event
Feature: Qualified, experienced support
Benefit: Time proven advice to gain more clients and make more money
Go write down all the features you can think of relating to your product or service. Then alongside each of these write down the benefits. Start to use the benefits in your marketing messages so that your ideal client really understands what’s in it for them by doing business with you.
Remember, if you just talk about the features of your product or service and fail to talk about how you are going to solve issues for your prospects, you will miss out on valuable future clients.