April 1, 2020
Benefits vs Features | The Crucial Key to Selling More Of Your Product and Services | Adam Erhart

Benefits vs Features | The Crucial Key to Selling More Of Your Product and Services | Adam Erhart

In this episode I’m talking all about
features vs. benefits and I’m gonna save you a ton of time, money and energy
by breaking down one of the single biggest reasons that customers don’t buy
from you so you can avoid this trap and never make this mistake again. Let’s get
to it! Hey there my name is Adam Erhart,
marketing strategist and welcome to The Marketing Show, where we help you grow
your business by making way better marketing. So, if you’re interested in
learning the latest and greatest marketing strategies, tools, tips, tricks
and tactics, well, you may want to consider subscribing and hitting that
notification bell so you’ll be the first to know whenever a new episode is
released. Alright, let’s talk marketing, specifically, one of the most important
things that marketers must know if they want to succeed in today’s economy and
of course one of the best ways to succeed is by simply not making those
crucial mistakes that are costing you sales and losing you customers and one
of the biggest sales killers in all of marketing comes down to one simple thing
and that simple thing is: Failing to clearly communicate why your customer or
ideal prospect should care about what you’re selling.
That’s it. Let me see that again, just because it really is that important. One
of the biggest ways that businesses lose sales is just by failing to communicate
the real value and essentially, why the customer should care about your business.
Because if they don’t care, well probably no surprise here but they’re simply not
gonna buy and customers that don’t buy well they’re not really customers then.
What would they be? People, they’d be people. And this is where so many
businesses go so wrong and lose so many potential customers by focusing solely
on features and ignoring the benefits. But I’m getting ahead of myself and I
also don’t want to totally trash features because, like everything, there
is a time and a place for them but more on that just a minute. So, with all that
said, first let’s dive into the key differences between a feature and a
benefit. The simplest and most clear way to put it is that a feature is what it
does and a benefit is what it does for you. A feature is about the product: what
color it is, how much it weighs, how fast it goes, things like that. Where as a
benefit is about the customer: how it’ll make them safer or smarter or cooler or
add value to their life in some way. The feature is what enables the benefit but
it’s not the feature that they care about at all, rather it’s the benefit and
the end result that they’re gonna get from the feature in the first place… oh
that’s a bit confusing, let me break that down another way.
Features of things that you care about and are proud of as a business but the
benefits and the end result well, that’s where the magic happens for the customer.
Here’s some examples: a coffee cup has a handle, that’d be a feature but the fact
that you can hold the handle and basically hold a hot cup of coffee
without burning your hands, well, that’s the benefit. This pen has a removable cap,
that’d be a feature but the fact that I don’t get ink all over myself and draw
all over the place when I want to carry it around, well, that’s the benefit. Oh! there’s ink
everywhere. These sunglasses have polarized lenses, that’s a feature but
the fact that they reduce glare and allow you to see through water better,
like Aquaman, well that’s a benefit. Where most businesses get into trouble
however, is that they’re so proud of their coffee cup handle or removable pen
lid or polarized lenses is that they ramble on and on about features and
completely forget about the end customer and what kind of value that’s actually
going to deliver for them. Coffee cup handle this and pen lid that and
polarized lenses this and on and on they go, when again, all the customers ever
really cared about is how can I have a hot cup of coffee and not burn my hands.
Remember, just like I mentioned at the beginning, one of the biggest sales
killers in all of marketing comes down to one simple thing and that simple
thing is failing to clearly communicate why your customer or ideal prospect
should care about what you’re selling. So how can you take a boring feature and
turn it into a customer centered and sales boosting benefit. Well, I’d like to
introduce you to a simple line: “So you can, ________”. Well, you don’t actually say
blank, it’s just that there’s a blank spot after you say: “so you can…” so it’s,
never mind… Let’s start with a feature. We’ll stick with the coffee cup example for
now. The feature, as you already know, is this nice comfortable handle – man, really
sounds like I’m selling coffee cups here – and the way to turn that into a benefit
is by adding so you can at the end. Here’s what I mean, the feature is that
it has a nice comfortable handle, so you can hold a hot cup of coffee without
burning your hands, like I’m doing right now by clearly using this coffee cup
wrong, much better. But the beauty of this powerful little “so you can” statement is
that it works pretty much every time and it allows you to ease the transition
away from pushing feature, after feature and start promoting more of the benefits
associated with those features. So, with all that said, you might start to think
that I don’t believe in features at all. But on the contrary, they’re actually an
incredibly part of the equation and you really
can’t get too far with just a feature and no benefit or just a benefit and no
feature. Here’s why. For starters, a benefit that doesn’t have a feature, well,
it sounds kind of unbelievable and it’s just a claim with nothing to really back
it up. Essentially, saying that your product or service will make someone
better or smarter faster cooler, all benefits but with no real tangible
features behind them, well, it’s just gonna sound like you made it up on the
spot and that’s bad marketing. But another factor is that customers make
buying decisions emotionally but then they justify those decisions later
rationally and logically. This is why you need both. You need the benefit to appeal
to the emotional side of your customers but then you need that feature to allow
them to justify and rationalize their decision logically. You need features to
explain, setup and justify benefits and benefits to show the end result, paint a
more compelling picture and ultimately, to make customers care more. Alright, the
next thing you’re gonna want to do is check out the video I have linked up
right here which is going to help you create even better and more powerful
marketing by giving you more tips on creating that great content, that boosts
sales, conversions, gets you more leads and more customers, so make sure to check
it out now and I’ll catch you on the next episode of The Marketing Show.

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