Benefits:
The Jedi's Secret Weapon...
Dear
Padawan,
I
gave a talk on Features versus Benefits to a business group.
When asked if anyone knew what they were, only one hand went
up. Which is normal because business professionals rarely
receive this training. But ask a marketing consultant or a
copywriter what they were—they'd know.
Or
would they?
I
wouldn't bet on it. But don't allow that to keep you from
recognizing the difference between Features and Benefits.
Then you'd know exactly if you were hiring a genuine marketing
expert—or a hack.
Here's
the difference in a nutshell...
Anytime
you talk about you, your company, your products, or your services:
those are features. Anytime you mention what your prospect
gets from you, your company, your products, or your services:
those are benefits.
The
hack will recite some story they memorized from a one-day
marketing workshop they attended because they get a day off
from the office. You've probably seen the promotions for those.
The versatile trainer speaks about Diversity on Monday, Customer
Service on Tuesday, Marketing on Wednesday, Sensitivity on
Thursday, and has a hard time paying bills by Friday.
The
expert transforms features into benefits, deeper benefits,
and even ultimate benefits. Let's take a closer look...
Say
you went to Home Depot to buy a drill bit. The problem is,
when you were sleeping the night before, you weren't dreaming
of buying a drill bit. What you really wanted was a hole in
the wall.
The
hole is the benefit. The drill bit is the feature.
But
the drill bit distributors will disagree. They want to educate
the public on how well their drill bits are built. How unique
those tungsten carbide tips are. And why the shank sizes are
important.
On
the other hand, the consumer wants to know if she will be
able to hang her Monet, put up shelves, or secure cabinets
quickly. She's not interested in how long those tips last
or that stunning drill bit chart on the manufacturer's website.
She wants to know how she will benefit from buying those drill
bits.
How
does this serve you?
Take
a look at your mailers, brochures, and websites. Anytime it
mentions anything about you, your prospect is not interested.
Anytime it mentions what they will get, they're interested.
Believe
it or not—they're not concerned about your pretty graphics,
corporate letterhead, or expensive logo. If you haven't addressed
their wants, needs, and desires—you've lost them. They'll
dismiss you like they have so many others.
As
I'm writing this, I just received a voicemail for a free analysis
of my phone system. They left their company name and phone
number. I'm sorry, but that's not enough to get me excited
about the analysis. Not even a free one. They haven't identified
one benefit. They've wasted my time as well as theirs.
There's
no such thing as a free lunch. Unless you're in a government
program. Even the offers for a free credit report are tied
to some subscription deal.
What's
happening today?
The
dark side of the Force is dominating the war in the marketing
empire. They employ mindless clones to get their messages
across. Only a few thinking Jedis stand in their way.
If
you want to become a Jedi marketer, you must master the Force.
And resist the seductive dark side.
Resist
the urge to brag about your company, your products, or your
services. Show your prospect how you can solve their problem
with what you offer. Paint the picture of what they'll get
in your marketing promotions. Then you'll be on your way to
becoming a Jedi.
Let's
take a look from another angle...
Scan
most pieces of mail and you'd swear Og Advertising Agency
produced them. Browse most websites and you'd conclude Igor
Web Design Firm built them. And read most company newsletters
and you'd testify Schmuck Publishing wrote them.
Am
I being brutal?
Yes.
Brutally honest...
Because
the majority of the marketing messages you read either clobber
you in the head with their features (company name, product
or service)—or they hide those features in-between expensive
graphics. Or their messages are so bland and sterile: you're
fighting to keep your head from crashing on your desk and
saliva from dribbling down your chin.
Do
they have it backwards?
No,
not backwards. They've got it all wrong. Period.
Most
marketing pieces lead with company features, support it with
more features, and close with even more features.
The
consumer continues to scratch his head wondering when they
will talk about what concerns him, what he wants, and what
he gets.
The
Star Wars Solution...
Here's
how to grab more business than you've ever had: Lead with
consumer benefits—follow with company features.
Instead
of saying, "This house has vinyl windows," ... say,
"You'll save money on energy and enjoy easy maintenance
with vinyl windows."
The
vinyl window is a feature. What your prospect gets from the
vinyl window is a benefit. Now that was easy.
In
your promotions, show them how they will benefit in your headline.
Continue adding more benefits throughout your body copy supported
by company features. Then close with features such as your
contact information.
Lead
with consumer benefits, support them with company features
and you'll create a stronger pulling marketing piece, get
more sales, and generate more leads. You'll also answer your
prospect's favorite question, "What's in it for me?"
May
the Force be with you,
Jedi
Council
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