Are you guilty of getting stuck in the “features trap” when it comes to marketing your product or service? It’s a common mistake to focus on the attributes of your offering rather than the benefits it provides to your audience. But the good news is, it’s a mistake that can be easily corrected.
In this blog post, we’ll define the difference between features and benefits and explain why it’s important to communicate your product’s benefits to your audience. We’ll also provide examples of how to turn a feature into a benefit and give you a simple framework for highlighting the benefits of your offering.
So, what exactly are features and benefits? A feature is an attribute of a product, such as its size, what it includes, or what it does. For example, the features of a 3-day event on personal branding might include its duration, location, capacity, and schedule.
On the other hand, benefits describe why those features matter and how they help your target audience. For example, while a hot seat is a feature of the event, the benefit of getting one-on-one reviews of your personal brand is that it helps you communicate more clearly, attract more of your ideal customers, and charge more for your services.
It’s easy to get caught up in the excitement of creating a great product and forget that your audience is more interested in the benefits it provides. For example, you might be proud of using specially imported, hypoallergenic, all-natural cleaning products in your business, but your audience might not find that information particularly compelling. Instead, focus on the benefits of using all-natural products, such as their gentleness on surfaces, the health benefits for your customers and the environment, and the cost savings.
To help you communicate the benefits of your product effectively, we’ve provided a simple framework for highlighting the benefits of your offering:
- Identify the features of your product.
- Determine the benefits of each feature for your audience.
- Explain how each benefit solves a problem or meets your audience’s needs.
- Use specific, concrete language to describe the benefits, and avoid technical jargon or overly complex sentences.
By following this framework, you can avoid getting stuck in the “features trap” and effectively communicate the benefits of your product to your audience. And remember, the benefits should always be the focus of your marketing efforts – after all, your audience is interested in what’s in it for them, not just a list of features. So next time you’re crafting your marketing message, make sure to emphasise the benefits of your product and watch your sales soar.
For a more in-depth look at this mistake that so many business owners make and how to fix it, take a listen to this episode of the Content Sells podcast.