Understanding Features and Benefits
by: Adrian Mullan
Understanding the difference between features and benefits is a
crucial step in building a site that sells.
What's the difference?
* A FEATURE is an attribute of a product; for example, power steering
on a car would be a feature.
* A BENEFIT is a way that a product or service solves a problem.
A computer system running at 3GHz is a feature. The benefit of a 3
GHz computer is that your applications will run faster - therefore
saving you time and money.
Gold plated audio cables are a feature. The benefit is that you'll
enjoy crystal clear sound.
Power steering is a feature. The benefit of power steering is that it
makes the car easy to park and more comfortable to drive.
Does this make sense?
Features are often confused with benefits, so it's vital that you
understand the difference. People buy because of benefits - not
features.
For example, did you really buy that new home entertainment system
because it had '5.1 channel surround sound'; or did you buy it because
you wanted to enjoy the atmosphere of a cinema in your home?
Features generally talk about the characteristics and technical
aspects of a product or service; whereas benefits talk about the value
a customer derives from a product or service.
In any purchase, there are two forces at work; emotion and logic.
When a teenager spends $200 on a new pair of Nike shoes, it's not
because they want the latest in aerodynamic sports design (logic) it's
because they want to look cool and fit in with their friends
(emotion).
When women buy expensive face cream, it's not because the
scientifically designed micro beads exfoliate the skin (logic) it's
because they want to feel good and look younger (emotion).
Benefits appeal to the emotional side of people, which is why all
purchases are driven by the benefits of a product or service, not the
features. Separating the Features from the Benefits
There are three steps to creating benefit orientated sales copy,
namely:
Step 1: Isolate the features of your product or service Step 2:
Convert the features into benefits Step 3: Explain and elaborate on
the benefits
Let's go through a few examples so you get a better feel for how the
process works.
Example 1: Nokia 6800 Mobile Phone
Step 1: Isolate the Features
Here we are looking for the attributes of the product, which are:
- Unique and Innovative Design - High-Resolution Full Color Display -
Compact Size - Camera to Take Snapshots - Synchronize Data by Linking
Directly to Your PC - Speed Dial for up to 9 Names
Step 2: Convert the Features into Benefits
Now that we've identified all the features, it's time to associate
each feature with a corresponding benefit.
The Nokia 6800 Mobile Phone features
- Unique and Innovative Design: which means the phone looks cool and
stylish. - High-Resolution Full Color Display: which means the text is
easy to read and the images are sharp and clear. - Compact Size:
which means the phone is small enough to fit in your pocket. - Camera
to Take Snapshots: which means you'll never miss an important moment
if you forget to bring your camera. - Synchronize Data by Linking
Directly to Your PC: which means you'll always be up to date and save
time by not having to input contacts one by one. - Speed Dial for up
to 9 Names: which means you'll save time by not having to constantly
look up people you call frequently.
Step 3: Explain and Elaborate the Benefits
Once you've established the benefits of your product or service, you
can begin writing your sales copy. This is done by simply elaborating
on the benefits you've identified.
Here's the final copy we've created on the Nokia phone, all taken
from the six original features we started with.
Introducing the Smart and Sexy Nokia 6800
The new Nokia 6800 takes stylish gadgets to the next level.
Nokia's latest mobile phone features a stylish magnesium alloy casing
that's sure to make you the envy of all your friends.
The high resolution full color display means that text messages are
easy to read (no squinting) and photos are crystal clear.
And you know how Murphy's Law dictates you never have a camera when
you actually need one? Problem solved! The 6800 has an in-built camera
so you'll never miss an important moment.
But the 6800 isn't just good looks; it has brains as well.
A built in infrared module means you can save hours by instantly
transferring your PC address book to your phone. The one touch
transfer button means you'll always be up to date.
And if you're like most people, you probably have a handful of
friends you call all the time - so instant speed dial buttons are a
must. Speed dial also comes in handy when you're on the road (no more
fumbling to find that phone number between traffic lights).
You'd expect a phone with this many features to be a tad on the bulky
side, but the Nokia phone is no brick - the innovative design means
it's small enough to fit in your shirt pocket.
Example 2: Mazda RX 8 Sports Car
Step 1: Isolate the Features
- Twin Rotor Engine Produces 177 KW Maximum Power at 8,200 Rpm -
6-Speed Manual Transmission - Power Sliding Glass Sun-Roof - Climate
Control Air-Conditioning - 100 Watt Audio System with A 6 CD Stacker -
Anti-Lock Braking System (ABS)
Step 2: Convert the Features into Benefits
Now it's time to look at the benefits - the real reasons why someone
would by the Mazda RX8:
- Twin Rotor Engine Produces 177 KW Maximum Power at 8,200 Rpm.
Translation = It goes real fast! - 6-Speed Manual Transmission; means
its fun to drive. You can pretend to be a race car driver while
spinning down that windy mountain road. - Power Sliding Glass
Sun-Roof; means you can show off and get a tan. - Climate Control
Air-Conditioning; means you'll stay comfortable on sunny days. - 100
Watt Audio System with a 6 CD Stacker; means it sounds great. -
Anti-Lock Braking System (ABS); means it's safe and more forgiving if
you get carried away with that powerful engine.
Step 3: Explain and Elaborate the Benefits
Once you have the features and benefits on paper, creating your copy
is simply a case of explaining and elaborating on the benefits.
Exercise: Write one page of sales copy on your own products and
services. Simply get half dozen features on paper, convert them into
benefits and your copy will virtually write itself.
You should be able to come up with at least one small paragraph per
benefit.
About The Author
Adrian Mullan is the author of 'The Internet Demystified' and founder
of WebDummy.com - a popular Internet marketing resource for small
business
owners.
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