Features vs Benefits

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What’s really important?

A multinational company or someone doing what they say they will when they say they will? A website that lists every book in the world or a website that works and gives you the information you need? A £2bn supermarket chain or someone on a checkout smiling at you? The world's favourite airline or getting to your destination on time? A glitzy advertising campaign or someone that picks up the phone after one ring?

Definition of a brand: People can copy what we do, but not who we are

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This post was last edited by Alex Cohen, on May 26, 2010 @ 10:20 am

Whilst your product has features, or your service business has things it’s good at, turning these into statements that would get your customer’s attention is a key marketing challenge.

So what’s the difference between a feature and a benefit?

Features

A feature is a factual statement about the product or service being promoted:

100% cashmere
24 hours service
Fleet of over 100 vehicles
See over 100 reports
50-number speed dial
Automated expenses

Benefits

A benefit takes this statement and asks ‘So, what’s in it for me?’

100% cashmere means that it feels wonderfully soft against your skin
24 hours service means that there’s always someone there to help you
Fleet of over 100 vehicles which means that we’ll be with you quicker
See over 100 reports which means that you’ll have all the information you could need
50-number speed dial which means that you will have fewer keystrokes
Automated expenses which means that you can process expense claims quicker

This is good but we can make these statements even better. What are the results? These could be tangible (if possible), emotional (how does it make you feel), or aspirational (what does it give you?) so:

100% cashmere means that it feels wonderfully soft against your skin which makes you feel great
24 hours service means that there’s always someone there to help you which gives you freedom
Fleet of over 100 vehicles which means that we’ll be with you quicker which makes you feel more confident
See over 100 reports which means that you’ll have all the information you could need which gives you control
50-number speed dial which means that you will have fewer keystrokes which gives you the ability to keep in touch with your best customers without effort
Automated expenses which means that you can process expense claims quicker which gives you two extra days a month to do your job

Once devised…market your benefits, not your features.

Tuesday, May 25th, 2010 General

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Features vs Benefits

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