There’s a big distinction between each of those by the end of this article, you’re going to have a clear picture on exactly what you should be talking about, how you should be positioning your brand or your product or your service, and really get some clarity about how To create a powerful marketing message: hey there, my name is brandon brashears and I create daily digital marketing articles.
So, if you’re trying to grow your brand or your business with digital marketing, this is a great place to learn. You should totally consider subscribing if you like, the article hit that thumbs up button and if you have any questions, comments need help with anything comment below happy to answer questions for you. So let’s talk about features and benefits. Features are very different from benefits because features.
What are what make up the product or the service to the things that you talk about and a lot of times when you see especially brands and businesses, doing their own marketing and their own digital marketing they’ll get into the trap of starting to talk all about The features of what they offer you’ll see this a lot too, with with real estate and service providers and just everybody when you’re so close to your solution and your service a lot of times.
You assume that people understand what the actual benefits are, but truly you have to get really really detailed about what are the benefits of your product and service and not just talk about the features so I’ll give you some examples here. Let’s say you are selling a bicycle, for example, in your bike shop here to sell bicycle. You start talking about all the things that make that bike cool. You start saying hey this bike.
Is you know it’s really lightweight and only weighs 11 pounds, and it has 11 speeds on the back and it has hydraulic brakes and it is made in the USA and all of these things that make the bike interesting people want to know about the features if You’re selling jewelry look at this. This an engagement ring, it’s made out of platinum and it has a two carat diamond and it’s this quality of diamond those things are definitely important.
It’s important to understand what you’re selling to be very specific about how you sell things and describe it well, but people don’t typically buy like through that. With that engagement ring example, it’s a perfect example: people don’t buy an engagement ring because it’s a flawless diamond because that is, you know somehow better. What does that flawless large diamond say about the person buying it? You know if we look at diamond rings and engagement rings.
That’s actually a perfect example and here’s why people that are buying engagement rings, especially larger, more expensive engagement rings. There’s not any actual need for that product right. If you don’t, you know, people can completely get married without having a two or three carat diamond and it mean even cubic zirconia looks the same. But what’s the difference? How do you sell that to somebody they’re not buying the diamond, because it’s a diamond and it’s going to be useful and it’s going to be long-lasting? If you think about it, diamonds are actually totally useless.
They are pretty to look at, but you know that’s specifically you’re buying status you’re, showing off what you’re, what you know, you’re your spouse has you’re saying: hey you’re valuable to me. I want to spend the rest of my life with you. Here’s this amazing, expensive gesture that I’m giving you right there’s so many additional meeting meanings that that ring actually represents, and that specifically, is the benefits when you’re thinking about your product or service, you know it doesn’t matter what you do.
You need to think about. The actual benefits of what it is that you’re offering to the person who wants that specific offer. So I mean this completely changes the marketing that you do it’s going to completely change the the way that you call out the audience. It’s going to change the way that you engage with the audience. It’s going to change the way that you talk to them. I’ll, give you some examples here.
I was doing some marketing for a software company and it was very busy professionals and it’s a software that helps them to reduce the amount of administrative work they have to do when they’re doing billing, and so I thought to myself. Well, we have this cool software. It can do all of these amazing things and the industry that we’re just working in was primarily female and they were primarily practice owners who the owners of the business who are busy they’re overwhelmed they’ve got so many things going on a lot of times.
They’re mothers – and so I said, let’s target in on a very specific subset of mothers who are busy and overwhelmed, and let’s tap into that mother guilt that they have right and we’re going to talk about. With this software we could say: hey the software’s better. You can allow you to capture more payments. It’s going to allow you to make more money. It’s going to allow you to work less on the business work more in the business there’s so many benefits right, but what we ended up doing was we tacked opt in on one of the primary benefits.
You don’t have to stay late, every night, filling out paperwork. That’s mindless, this gets done for you. You get to spend time on things that are actually important so like that is extremely powerful. Instead of just talking about the things that your product or service does you’re giving them more time with their family, we used images of a mom reading stories to little kids and people that are busy moms who work cuts to the cord they’re like geez.
I need to be home, I’m missing this. I don’t ever get this back. You see how different that is how powerful that is. If you are trying to sell something, if you say hey, this works better, it’s good for it. You should do it. Everybody knows. What’s good for them, everybody knows what they should be doing right. If everybody did what they knew, they should be doing. Everybody be eating vegetables, never eating candies, nobody would be smoking, nobody would be drinking and everybody would be super healthy.
But that’s just not the case right people do things because of emotion. They do things because of status. They get and they buy things not for the features they justify. Those features as logic, typically with the emotion on what it does for them. So that is a huge takeaway when you’re selling the benefits you usually can justify that really well with the features. So how do we break down what the actual benefits are now? I think that the best thing to do is to number one get clear about who your clients and customers are going to be and really define what their before state is, and what they’re after state is.
I have two articles that are very powerful for this, like what really really in-depth I’m going to cover it here, just a little bit. But if you click on these cards up here, you can go to both of them. One is defining your client avatar, and this is step one in any kind of marketing. That you’re doing you need to know who are you targeting and then number two you need to define what their before and what they’re after is digital marketing gives you the ability to get laser focused on your targeting on your demographics that you’re choosing on their psychographics.
That you’re choosing, and so you need to create marketing, that’s speaking to people specific people that you’re targeting you’re not trying to be. You know I was. I was seeing um I’ll, give you an example here I have one of my former clients who is doing ads and I see what they’re doing now and they are just being so bland they’re trying to reach everybody in corporate America and they’re ending up being extremely Boring and very very ineffective because they’re, just not talking to any group of people like think about Hertz rental cars, for example, no offense, Hertz rental cars, but anytime, I see their ads they’re just another commodity right, there’s no reason actually choose Hertz their ads and their Content super boring and, as a result, they’re not really speaking to any group of people you’re, just showing yourself as a commodity.
If you’re trying to reach everybody, then what’s going to happen, is you’re going to end up reaching nobody. What are the people that do reach with? You are going to choose you just for reasons like hey. This is a good price or it’s convenient or I need it right now, they’re not going to end up working with you because you’re making a better pitch and that’s how you make a better pitch to them. You say here are the benefits.
Are you this person? You have this problem. This is the promise that our brand banks – and this is what we’re going to do for you if you use our product or service – and I think that’s where benefits come in so features versus benefits. Features are important, but don’t fall into the trap of always talking about features. I hope this was helpful. If you have any questions, comments need help with anything comment below.
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