Essential Marketing Tip: Features Vs Benefits

Almost every entrepreneur who has been in the market for some time will be faced with the features vs. benefits dilemma tossed at them by well-intentioned marketing gurus. The interesting thing is, as critical as the concept maybe, we have found that only a minority understands the difference. And that’s one of the main reasons most small-business marketing efforts don’t work!

To take a step back, most start-ups base their business on either what they are good at or what they think their customer will want. In some cases, they might hit the jackpot and offer what the customer really wants! But just being able to offer what the customer wants doesn’t mean that the customers will understand why the product can fit their needs.

And this is where we as business owners need to communicate to them how it can fit their needs. In our consumer mind, they will constantly be asking, “What’s in it for me?”

Telling them the feature will only lead to the question, “So what?”

When we try to sell the features of your product or service, we are making the customer do all the work to figure out why they want the feature. It’s in our best interest to draw the connection for them.

The main question then is how to state the benefits instead of the features?

Let us take a look at some of the possible selling features of a multi-purpose printer:

• Allows you to photocopy, fax, print and even scan all in one machine
• Fast printing capability of 32 Page per minute
• Uses 4 cost effective separate LC38 ink cartridges

These are typical features shown on a multipurpose printer, but do the customer care what features you have?

The answer is NO!

We have to convert these features into benefits! And one effective way we can do that is by answering this question from your consumer, “So what? What’s in it for me?

Let us take an example.

Company: Our printer comes with integrated features that allow you to photocopy, fax, print and even scan all in one machine.

Consumer: “So what? What’s in it for me?

Company: It allows you to have control all these features from your laptop and you can print, fax, copy all from your computer. (Still a feature)

Consumer: So What? I have a printer, a scanner and a photocopier!

Company: It allows you to save space and the hassle of operating so many machines. All you need to do is learn how to use one simple machine and you can save up the space of 3 other machines, so that you can have more space for other things.

Consumer: Now, that’s a benefit!

Remember, the consumer is only interested in the direct benefits to them. Most business rephrases their features, thinking it’s a benefit. Keep asking, “So what?” until you get the benefit that will answer the consumer problem.

To Sum it up, I am going to add an additional 2 step process that will allow you to identify your benefits clearly. These steps are so straight forward that you might even groan when you see this. But surprisingly these are steps business tends to miss out.

Step 1 : Know your customers

Always, always, always and always know what your consumer wants! Because you can never state the benefit that resonate with them if you don’t even know what they want! Think about the problem they face and how your product can solve their problems, and then collect data from your consumer to validate if your assumptions are true.

Step 2 : Think in terms of results

Results are the best way to articulate your benefit. After stating your benefit, show your consumer how your benefits work with result supporting!

Features: Allows you to photocopy, fax, print and even scan all in one machine
Benefits: Allows you to save the space of 3 other machines, so that you can have more space for other things.
Benefits with Results: Allows you to save the space of 3 other machines, so that you can have more space for other things. The space of three other machine will be able to save at least half your table space for you.

Features: Fast printing capability of 32 Page per minute
Benefits: Save more time with our fast printing printer, allowing you to increase your productivity and reduce the frustration of waiting.

Benefits with results: Save more time with our fast printing printer, allowing you to increase your productivity and reduce the frustration of waiting. Our printer can save you at least 70% of your printing time compared to the average printer.

When you use this “results” approach to discovering your business’ benefits, you can be sure the marketing messages you use to reach your consumer will be right on target. And that’s the surest way to get business!