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What Are Your Features & Benefits?
August 19, 2008
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What are your features and benefits? One of the hardest part about your marketing verbiage and web site content is making these two work for you. What's the difference?
Features are the concrete characteristics about your store, products, services, etc. These are the nuts and bolts. An example for a designer is, "His breakthrough designs feature indelible colors, sleek lines and rich texture" or "environmentally safe materials are used to create sturdy, beautiful accents pieces for your living room."
Benefits are how these features help make your customers life easier, more beautiful, sensual, etc. "He creates modern designs that easily mix and harmonize with other pieces." The reader then thinks that if she buys one of the pieces, she won't have to worry about buying a whole new suit since everything is meant to complement, not replace. She can rationalize that she saved thousands of dollars, and therefore spending $200+ is justifiable to accent her living room.
To start,
- Divide a blank piece of paper down the middle, with features at the top of the left side and benefits at the top of the right side.
- Off the top of your head, list all the features of your company and/or products that come to mind.
- When you're done, read it and next to each under benefits, describe why it makes someone's life better or easier.
- Have someone select the top 3 features and corresponding benefits.
- Edit them to make them as succinct as possible.
- Use these on your web site.
Posted by Suze Bragg on August 19, 2008 | Comments (0)
