In my 25 years in advertising and marketing, I've found that one of the
most common mistakes small businesses (and many large businesses as
well!) make in crafting their advertising and marketing messages is
focusing on the "features" of their product or service instead of its
"benefits."
So I thought you all might benefit from some of the lessons learned on
my part. Because I've found that if a business will get behind the
"benefits," they can turn missed opportunities into sales.
The difference between "features" vs. "benefits" is a little confusing.
Heck, even the most seasoned copywriters sometimes get the two mixed up
about the product/service (like specifications), while "benefits" focus
on how the product/service can make the customer feel.
For example, let's say you were selling orthodontic and cosmetic
dentistry services. Your features list might look something like this:
To translate these features into benefits, you need to put yourself in
your customer's shoes. Think about why those features would be
important to the customer; how those features would make their lives
better, richer, easier, longer; what emotions those features would make
them feel. Then we'd turn the above features into benefits that would
read something like this:
Why is concentrating on "features" bad, and concentrating on "benefits"
good? Well, take another look at the features...lots of companies can
make those very same claims (i.e. experience, selection, customer
service). They do nothing to set you apart.
But look at the "benefits" section: These get to the core of what your
customer needs to hear in order to buy your product/service. "Benefits"
appeal to them on an emotional level...the level where most people make
their buying decisions.
But before you start developing your sales message, here's one watch out....
Be sure to focus on one or two benefits. If you try to cram as much
into your message as you can, your customer will be confused,
overwhelmed, and won't get what you're trying to say anyway. Remember
and repeat after me...the simpler the message the better. Find your
core message and sell the heck out of it, but don't muddy up the waters
with too much information.
Perhaps most importantly, focusing on the "benefits" makes your
advertising more about your customer, and your customer's desires.
And that's one powerful message.
Warm Regards,
Donna Williams,
Founder & Creator,
www.businessburrito.com
most common mistakes small businesses (and many large businesses as
well!) make in crafting their advertising and marketing messages is
focusing on the "features" of their product or service instead of its
"benefits."
So I thought you all might benefit from some of the lessons learned on
my part. Because I've found that if a business will get behind the
"benefits," they can turn missed opportunities into sales.
The difference between "features" vs. "benefits" is a little confusing.
Heck, even the most seasoned copywriters sometimes get the two mixed up
- but there's really nothing hard about it. The simple difference
about the product/service (like specifications), while "benefits" focus
on how the product/service can make the customer feel.
For example, let's say you were selling orthodontic and cosmetic
dentistry services. Your features list might look something like this:
- Over 30 years in business
- Offers a broad range of orthodontic and cosmetic services
- Provides excellent customer service
To translate these features into benefits, you need to put yourself in
your customer's shoes. Think about why those features would be
important to the customer; how those features would make their lives
better, richer, easier, longer; what emotions those features would make
them feel. Then we'd turn the above features into benefits that would
read something like this:
- You can trust us to take good care of your teeth
- We can make you feel great about your smile and yourself
- We care deeply about our patients and treat you with the utmost respect
Why is concentrating on "features" bad, and concentrating on "benefits"
good? Well, take another look at the features...lots of companies can
make those very same claims (i.e. experience, selection, customer
service). They do nothing to set you apart.
But look at the "benefits" section: These get to the core of what your
customer needs to hear in order to buy your product/service. "Benefits"
appeal to them on an emotional level...the level where most people make
their buying decisions.
But before you start developing your sales message, here's one watch out....
Be sure to focus on one or two benefits. If you try to cram as much
into your message as you can, your customer will be confused,
overwhelmed, and won't get what you're trying to say anyway. Remember
and repeat after me...the simpler the message the better. Find your
core message and sell the heck out of it, but don't muddy up the waters
with too much information.
Perhaps most importantly, focusing on the "benefits" makes your
advertising more about your customer, and your customer's desires.
And that's one powerful message.
Warm Regards,
Donna Williams,
Founder & Creator,
www.businessburrito.com
