Most business owners make the mistake of focusing too much on the features of their product or service… and not enough on the benefits.
There is a difference. An important one.
A feature is any piece of information or fact about your product or service. A benefit, on the other hand, is what that feature will DO for your prospect.
This is an important distinction to learn, because people ultimately buy benefits—not the thing itself. For that reason, your product or service shouldn’t “get in the way” of the benefits it provides.
For example…
My specialty is copywriting. But no one “needs” a copywriter. And no one needs “copywriting”… they invest in a copywriter to make more sales.
Making more sales is the benefit. And as long as I clearly communicate that benefit in my marketing message in a compelling and believable way, my ideal prospects will be much more likely to respond.
Let’s take another example. No one buys a “weight-loss pill”. They buy what the pill does for them, which is to lose weight.
However, even “losing weight” isn’t the primary benefit. That’s where we get into deeper benefits, or the ‘benefit of the benefit’.
For example, if you lose weight you’ll also…
- Feel better about yourself.
- Have more confidence.
- Feel more beautiful or attractive.
- Be & feel healthier.
- Have more energy.
- Command greater respect.
- Attract the opposite sex.
- Make more friends.
- Receive praise from family or friends.
- Etc.
These are all the benefit of the benefit of losing weight. A benefit is best defined as something that helps us fulfill a desire.
We’ll talk about desire in tomorrow’s post.
{ 1 comment… read it below or add one }
Hi Josh.
Very good information and thanks for providing it
Take care & stay well
Peter