When selling a product, it’s important to know the difference between features and benefits. Simply put, Features are the “what.” Features are facts about the product. Benefits are the “why.” Benefits are reasons why someone would want the product.
In order to persuade customers, you need to focus on the benefits of your product, not features alone. This is where proof points come in. Proof Points are the “how.” Proof Points are specific examples that show how your product has helped or improved someone’s life. When putting together your sales pitch, make sure to focus on the benefits, proof points, and features of your product in that order!
One way to focus on the benefits of your product is to use a feature/benefit-focused approach. This means thinking about what features your product has and how those features can be paired with benefits to the customer.
For example, if you’re selling a car, some features might be that it has a sunroof, leather seats, and a navigation system. The benefit of those features might be that they make the car more comfortable and convenient for the customer. Another example would be if you’re selling a vacuum cleaner. Some features might be that it has a cord wrap system, an automatic shut-off switch, and a detachable dustbin. The benefits of those features might be that they make the vacuum cleaner more convenient for the customer to use.
Benefits will typically be described by using powerful adjectives in your advertising copy. It’s an easy way to tell the difference between a benefit and a feature. For example, if you’re selling a car with a sunroof, you might say that it’s “luxurious” or “sophisticated.” If you’re selling a vacuum cleaner with a cord wrap system, you might say that it’s “convenient” or “easy-to-use.” Pairing a feature with a benefit will make it not only more appealing but also more universally applicable.
It’s important to remember that not every customer will care about every feature your product has. That’s why it’s important to think about which features are most relevant and beneficial to your target audience/market. Once you’ve identified the most important features, you can start thinking about how to market them to potential customers.
Another way to market the benefits of your product is by telling stories about how it has helped people in the past. This is known as testimonial marketing. Testimonials can be either written or spoken statements from real people who have used your product or service and been happy with the results. Generally, testimonials yield benefits– not features– from existing customers. By sharing these stories with potential customers, you can show them how your product can benefit them, too.
Knowing the difference between a feature and a benefit is a marketing fundamental. Mastering the pairing of benefits with features will take even the most mediocre campaign up a notch! When it comes to selling products, features and benefits are important things to keep in mind. By focusing on the benefits of your product and using a feature/benefit-focused approach, you can more effectively sell your product to potential customers. So be sure when you’re putting together your next sales piece, make sure to focus on the benefits, proof points, and features of your product– in that order!