There isn't a business owner in the world who hasn't
wrestled with the features vs. benefits dilemma tossed at them by
well-intentioned marketing gurus. The funny thing is, as critical
as the concept may be, I've found that not one in 10 businesses
really understands the difference. And that's one of the main
reasons most small-business marketing efforts don't work!
Most SOHO owners decide what business to start based on two
factors: 1) what they're good at and like to do, and 2) what
they assume possible customers will buy. Often those latter
assumptions are correct, but small-business marketers also assume
that prospects will understand why they should buy the product or
service just because they've been told about it. Thus, business
owners only communicate the features of their product or service to
prospective customers and neglect to mention the benefits.
What Are Features?
Content Continues Below
Take a look at the list of features below, taken directly from
current advertising and marketing materials.
Self-setting clock
50-number speed dial
One-click financial reports
Custom
programs
Open 24
hours
Batteries included
Each is a feature-a factual statement about the product or
service being promoted. But features aren't what entice
customers to buy. That's where benefits come in. A benefit
answers the question "What's in it for me?," meaning
the feature provides the customer with something of value to them.
So-and this is where most businesses go wrong-that must mean:
The
benefit of a self-setting clock is convenience.
The
benefit of 50-number speed dial is fewer keystrokes.
The
benefits of one-click financial reports are immediate information
and prepared statements for your accountant.
The
benefit of custom programs is that they're designed just for
you.
The
benefit of a store open 24 hours is you can buy when you want.
The
benefit of batteries included is the product is ready to use out of
the box.
While these may seem like true benefits, they're really just
elaborations on the features. So what is truly a benefit?
Originally published in the December 2000 issue of HomeOfficeMag.com
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