Do you know the difference between features and benefits? Have you ever heard that features tell but benefits sell? You probably have heard the phrase, Facts tell, stories sell? It’s one of the very foundations of what marketers do.
We can rattle off a series of facts about a product or service but it’s the personal stories that we tell that strike a chord with our customers and compel them to buy. It’s the same with features. They tell all about the product or service but the benefits sell.
The Difference Between Features and Benefits
The difference between features and benefits is something that is often spoken about in trainings and conferences. However, sometimes network marketers are so anxious to make their sale, they don’t think strategically about what they say to their potential customer or how they express it in their copy. Again, they can rattle off the features of the product or service but if they fail to highlight the benefits to their customer, they may fail to make the sale.
So think about it…features vs. benefits. Let’s take a closer look!
Features are facts or characteristics of a product that describe its appearance, components and capabilities.
Benefits are advantages or value the product or service offers the customer. The features may be great but the customer doesn’t really care. Why? Because the customer only cares about how he is going to benefit from having it.
So for example, let’s say you were selling a piece of gym equipment. In your presentation or copy, you might speak about its durability, its compact design and its ability to store easily. The reality is, however, that the prospective customer wants to know how it will improve her life, how will it benefit him, “What’s in it for me?”
Quite naturally, a person looking for a piece of gym equipment wants to tone up the body or lose weight. They want to know how will this product help them tone their bodies, help them slash the extra pounds and how fast will it happen. So it’s important to mention the features but more important to highlight the benefits. Benefits sell!
Sell Benefits, Not Features
When writing copy or presenting your product or service, follow this rule of thumb: Does it speak to the customer? Does it communicate quickly and easily? Is it benefits-driven?
These are the questions your presentation and/or copy should answer because this is what your potential customer is looking for. Remember to lead with the benefits of your product or service and support with its features. Features tell and benefits sell!
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