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    0 Replies Latest reply on Aug 25, 2008 4:24 PM by BizBurrito

    How to turn your "features" into "benefits."

    BizBurrito Wayfarer
      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

      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
      between the two is that "features" focus on the facts and hard truths
      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,