Updated Feb 2024:
Hey Gorgeous... a quick question for you... do you know the difference between a product's or service's features and its benefits?
If you don't, you're not alone. This is a common issue I see time and time again.
So, let's dive into the crucial topic of understanding the difference between features and benefits—a distinction that can truly transform how you market your products. And the results you get!
Mastering this concept is not just about knowing your product better; it's about connecting with your audience on a deeper level. So, if you've ever wondered why some products seem to resonate more with customers than others, you're in the right place. Let's unravel this mystery and make your marketing messages sing.
What Exactly Are Product Features?
Imagine product features as the ingredients in your favourite recipe. They're the specific functions or properties of the product or service. For example, the durable denim in your children's clothing line or that sun-protectant SPF fabric. These are the tangible, measurable aspects of your product—the nuts and bolts that make it what it is.
Think of product features as product characteristics or specifications. A feature is something you can find listed in a description, plan or design. It's the ingredients, the materials used or what the product does.
But while features lay the groundwork, they're not the end story. They're like telling someone about the high-quality flour you used in a cake without mentioning the unforgettable taste that makes everyone ask for seconds.
And What About Product Benefits?
Here's where the magic happens. The benefits are the "why" behind the "what." They answer the all-important question, "What's in it for me?"
Sure, that SPF fabric is great, but WHY?
The real gold - the benefit - is in its ability to protect a child's skin from the sun, reducing health risks and giving parents one less thing to worry about.
The feature of a product may be that it's made from durable denim. Its benefit is that durability lends a benefit to the consumer in that the clothing will last longer, therefore they will need to replace the clothing less often and will save money and time in the long run.
Benefits are the emotional and practical payoff that features deliver. They're the reason a customer nods along and thinks, "Yes, this is exactly what I need." The features are what they customer is initially buying, but what they're really buying is the why - the benefit.
What Do Customers Care About More?
When it comes down to it, customers are tuned into their own radio station: WIIFM (What's In It For Me?). They might glance at features for a quick comparison, but their hearts beat faster for the benefits. It's the benefits that tell them how a product will make their life easier, happier or better.
So, while it's essential to list the features, it's even more crucial to highlight the benefits. Show your customers the value, the problem-solving magic of your product, and you'll have them reaching for their wallets.
Remember, it's all about making that connection between what your product has (features) and why that matters (benefits). By focusing on the benefits, you're not just selling a product; you're offering a solution, a better way of life.
And isn't that what we're all looking for?
So, there you have it—the difference between features and benefits, explained. By understanding and applying this knowledge, you can elevate your marketing and make your products irresistible to your dream clients. Here's to marketing that feels less like a pitch and more like a heart-to-heart conversation. ❤️