Features Vs. Benefits: What is the Difference?
Many times in marketing our books and other information materials, we make the mistake of confusing features with benefits.
Features may or may not provide benefits to any particular consumer, so the terms cannot be used synonymously.
We need to concentrate our marketing and products on the benefits, since that is what will satisfy the customer and drive sales. While a feature may provide a benefit to the consumer, it may not provide the same benefit to the next consumer.
A feature is simply a factual statement about a product or service. It's not the reason customers buy.
A benefit is what adds value to the customer and is the reason customers will buy.
We can make many statements about our products that prospects and customers care nothing about:
• One-click buying
• In business since 1990
• Award-winning
• Made with 100% recycled materials
• Easy access
• Quick answers
• Reliability
• Operators available 24 hours a day
The newest features don't mean anything unless they are translated into a tangible benefit like lower cost or faster delivery.
Furthermore, benefits will be different for each market. Fishing enthusiasts don't care about how the lake was formed millions of years ago, just that it’s a great place to catch fish.
Frugal fishermen may be interested in the fact that there are no access fees.
Start thinking to yourself, "What am I really selling?"
• Self-publishing = I can actually get my book on the market
• Decluttering –Get rid of excess stuff and have friends over again
• Diet and exercise – Look and feel better
We have to be able to translate our book’s features into benefits for our target market. Benefits answer, "What's in it for me?" The most effective benefits center on emotional and financial return, by making the reader/buyer feel better or saving the customer money.
To make sure you are marketing a benefit over a feature, ask yourself, "Will this one thing improve the life, cost, health or well-being of my customer?"
If you can answer yes, then you have a marketable benefit. Put yourself in your customers place and think, "What is in it for me?" Once you have you benefits clearly defined, market them in your press releases, book descriptions, and dust jacket copy.
Features may or may not provide benefits to any particular consumer, so the terms cannot be used synonymously.
We need to concentrate our marketing and products on the benefits, since that is what will satisfy the customer and drive sales. While a feature may provide a benefit to the consumer, it may not provide the same benefit to the next consumer.
A feature is simply a factual statement about a product or service. It's not the reason customers buy.
A benefit is what adds value to the customer and is the reason customers will buy.
We can make many statements about our products that prospects and customers care nothing about:
• One-click buying
• In business since 1990
• Award-winning
• Made with 100% recycled materials
• Easy access
• Quick answers
• Reliability
• Operators available 24 hours a day
The newest features don't mean anything unless they are translated into a tangible benefit like lower cost or faster delivery.
Furthermore, benefits will be different for each market. Fishing enthusiasts don't care about how the lake was formed millions of years ago, just that it’s a great place to catch fish.
Frugal fishermen may be interested in the fact that there are no access fees.
Start thinking to yourself, "What am I really selling?"
• Self-publishing = I can actually get my book on the market
• Decluttering –Get rid of excess stuff and have friends over again
• Diet and exercise – Look and feel better
We have to be able to translate our book’s features into benefits for our target market. Benefits answer, "What's in it for me?" The most effective benefits center on emotional and financial return, by making the reader/buyer feel better or saving the customer money.
To make sure you are marketing a benefit over a feature, ask yourself, "Will this one thing improve the life, cost, health or well-being of my customer?"
If you can answer yes, then you have a marketable benefit. Put yourself in your customers place and think, "What is in it for me?" Once you have you benefits clearly defined, market them in your press releases, book descriptions, and dust jacket copy.