Understanding the difference between features and benefits
Your company exists to solve a problem. Customers are seeking relief to areas where they have some pain, hence, why we talk about customer pain points in marketing. In order to craft a compelling sales pitch, it’s important to understand the difference between features vs. benefits.
Can you clearly communicate the features vs the benefits of your product or service?
Features are facts about your product. For example, features of an umbrella could be that it's waterproof, wooden handle, and has a cloth cover.
Benefits communicates how your customer's life will improve if they purchase your product. Benefits of an umbrella would be that it helps to protect you from the rain or sun, allowing you to not get wet or provide shade and protection from the sun.
Zig Ziglar says that everyone tunes in to WII-FM-”What’s in it for me”. That’s right your customers want to know how your company will help them. Does your service help save money, reduce stress, save time or help them to be more productive. Benefits answer the “So what?” question.
Let’s say that you are an interior designer that focuses on home office redesigns. Let’s see how you can answer the “So what?” question by highlighting the benefits.
I create beautiful office spaces in your home
SO WHAT?
I will help you be more productive
I can help decrease distractions that prevent you from focusing on your work
I can help reduce the stress of working at home
Ask yourself. “What is the ultimate goal or end result does my customer want?”
Look at your marketing materials and make sure that you are answering the "So What" question.