Features vs. Benefits

Clickz.com had a great Back to Basics article on features vs. benefits. They have the advice

Start by considering the product’s attributes:Features. What does the product offer? For example, “This application handles multiple users concurrently.”

Advantages. What do the features do? “This application provides essential information in real time.”

Benefits. What do the features mean? “This information will allow your managers to keep their fingers on the company’s financial pulse at all times.”

Motives. What do the features satisfy? “This feature will provide cost-savings, control, and efficiency.”

Then follow these steps:

- List everything the product does. Include standard, technical, supportive, and abstract features.

- For each feature, list a relative advantage.

- List each advantage’s benefits from the customer perspective.

- List the motives: the benefits, features, and advantages that satisfy the customer.

The same formula can be applied to services. Often, professional service providers are happy to list what they do, but forget that their prospects only care about how it will impact the bottom line of their business. What’s in it for them?

» Read Article: Increase Sales With Relevant Benefits

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