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I’m always amazed at what people put on their websites to try to generate sales.
One of the key ingredients to marketing successfully is selling benefits, not features. And from what I’ve seen, most people don’t really understand the difference.
Before I explain the differences between features and benefits, let’s first look at the mindset of a potential buyer.
Let’s assume I need to lose 40 pounds. Summer is almost here and I really want to have a new bikini approved body.
Why do I want to lose 40 pounds?
Because I want to go on a diet? Or because I want to join a gym? Or because I want to hire a personal trainer?
Absolutely not!
Because I want to look great in my new “polka-dot bikini”…sweet!
So if I see an ad or a sales pitch that says:
“Our super duper weight loss juice has the acai berry!”…or
“Our fancy, schmancy gym uses the latest machines!” …or
“Our healthy chocolates are cold pressed”
Do I really care about any of these things? NOT! These ads tell me the features of a product. Which is something I may want to know AFTER you’ve got my attention. But believe me these headlines won’t get you much attention.
What I really care about is that I’ll look great in my new “polka-dot” bikini.
So this ad may stand out for me:
“Strut the beach this summer with your bikini ready body”
This ad tells me the benefit of the product, not the feature. The benefit is how it will solve my problem of wanting to look great on the beach.
So to sum it up, remember to put yourself in the mind of your potential customer and ask yourself…
“What’s in it for me? What problem do I have?
As a business owner you need to be able to answer that question from an emotional point of view.
Features sell the details of the product.
Benefits sell the emotional impact a customer will experience by using the product.
