Features Tell, But Benefits Sell!

When it comes to marketing, it's often necessary to rethink what you're really selling. For example, rather than selling life insurance, vitamins, or digital cameras, you may really be selling peace of mind, longevity, or treasured memories. Here are a few tips to help you focus less on features and more on the benefits your products and services have to offer:

• Sell the sizzle, not the steak, by explaining the direct benefits your customers will experience if they choose your products or services. For example, instead of telling a customer that the cell phone they're looking at has 16GB of memory, tell them it can hold XX songs, videos, and photos. By repositioning a product feature as a benefit, you'll show your customers the many positive ways your product features will impact them directly.


• Highlight benefits when creating a headline for brochures, flyers, or other promotional materials. While features are also important, they're not the hook to get customers interested. For example, instead of writing a headline about a car's six side-impact airbags, focus on the added safety benefits and peace of mind for your customer and their family.


• If you haven't already, create your own features and benefits sheet. Take a piece of paper and draw a line down the middle. On the left side, write all the features of your product or service you're offering. On the right side, write out the corresponding benefits that go with each feature.


• If you're having a difficult time thinking in terms of benefits, consider a freelance writer. As an outsider, a freelance writer can separate themselves from your company and look at your products and services from a new perspective. They can also more easily put themselves in the shoes of your customer.


• You may also consider a customer focus group that will help you identify issues that are important to customers, so you can gain a fresh new insight and perspective.