So now that you understand the difference between features and
benefits, how do you apply this to your own business so you can
start marketing your benefits? The three-step solution is one you
probably already know. As a matter of fact, you'll probably
slap your forehead and groan.
1. Know your customer. To
know your customer, you must gather as much information as humanly
possible on each market segment. You have to gather demographic
data (age, sex, household income, family size, number of credit
cards, media preferences and so on) and psychographic data (value
system, primary hot button, behavioral style, response mechanisms,
fears, passions and so on).
You can get much of the demographic data from studying your
present customers. (If you haven't had any customers yet, this
emphasizes the importance of selecting a narrow target market to
explore.) You can probably guess their age and health from their
appearance, their family and marital situation from their
conversations, their economic level from the way they dress and
their behavior, and so on.
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Psychographic data is a little more difficult. Small businesses
rarely have the resources to collect or purchase comprehensive data
of this sort, but you can gather some from observation and
extrapolate more. For example, finding out what kind of car a
person drives and what kind they wish they had will tell you much
about what they value. If they drive a station wagon and long for a
red convertible, then you could presume that they fantasize about
freedom and lack of responsibility. If you know they prefer
classical and jazz to pop or country, they may consider themselves
apart from the crowd or they have a broad background. These
aren't surefire assumptions, but when you put together a number
of such facts, it's possible to derive a reasonably accurate
picture of what motivates an individual.
2. Change your
point-of-view. Whenever you function from your own point
of view, you automatically fill in the blanks with assumptions.
Unfortunately, prospects can't do that. No matter what type of
business you have, you're bound to think it's great because
you fully understand what you're offering. But a prospect knows
little or nothing about your offerings. That's why they
can't make the same connections about it that you can.
Your demographic and psychographic information will allow you to
discover what patterns exist among your customers. Using that
information, you must learn to put yourself in their shoes as the
buyer. Approach your own product or service as if you'd never
seen it. Then ask yourself-and anyone else who will
answer-"What results will that feature bring me?" and
"Why would I want to consider buying or switching change?
3. Think in terms of
results. There's nothing wrong with the term
"benefits," but if you refocus the problem to think in
terms of "results," the situation becomes clearer. Your
dilemma isn't features vs. benefits, but rather features vs.
results. Start with your current features, and then take each one
into the results phase. When you ask yourself "What results to
I get from the speed dial feature?" the answer isn't
"I only have to push one or two buttons," but rather
"I don't have to scramble for my Rolodex or Palm, look up
a number, punch it in, and risk misdialing." Then, just to be
sure, take the results one more step: "And I don't have to
waste time on these tasks while I'm trying to meet a
deadline!" Try out what you get on a few current customers to
see which ones spark their interest.
When you use this "results" approach to discovering
your business' benefits, you can be sure the marketing messages
you use to reach your prospects will be right on target. And
that's the surest way to get business!
Laura Clampitt Douglas, CEO of MAX International Converters
Inc. and president of Small Business Marketing Analysis, has been
providing valuable advice to small and homebased businesses for
more than 15 years. She is co-author of the bestselling book Getting Business to Come to Youand gives
speeches and seminars on marketing at conferences
nationwide.
Originally published in the December 2000 issue of HomeOfficeMag.com
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