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Why The Benefits Of Your Product Are More Important Than Its Features

The Benefits Vs The Features Of Your Product or Service








As an entrepreneur, you must go beyond selling the features of your product,  and figure out how your product will benefit your customer instead.  




It is far easier to sell around existing desires than it is to create desire.




Remember that customers generally won’t care about how your product or service works…….What they really want to know is, “What’s in it for me?”




Features tell and benefits sell

Features are the “what” of your product or service, while benefits are the “why” behind it.





“As with many aspects of marketing, it all comes back to having a compelling proposition of value”…..says  Gregory Ciotti, Help Scout

  • A value proposition is the art of communicating “here is why you should buy from us” to your customers, so it can and should permeate your whole site and your customers’ experience.
  • A great value proposition is essential for any business hoping to clearly communicate to customers why they are different, better, and worth purchasing from.
  • It’s especially important for small business owners making their name in the world, because without brand recognition, you’re going to have to paint a very clear picture as to why you are worth people’s time.





Letting features “tell” still matters a great deal—once you’ve sold a prospect on what you can do for them, the details ease their decision-making

  • For example:
  • Take buying a car; what you need is a car spacious and safe enough for your family, but when it comes down to a split decision, you might select the one with the heated leather seats. Until the benefits are obvious, stuff like this is just eye-candy.




Features can often connect the dots and put the benefits into a greater context.

  • There are two important ways they do this:
  • Justification:
  • Once the benefit is sold, features are used to explain how you’ll make it happen.
  • Sell the benefits first, then highlight the great features you offer to close.
  • Differentiation:
  • Describing your point of difference means elaborating on your features.




Remember that by not selling on benefits, you’re doing a disservice to customers.




Give them what they want by showing them why your product is that “one thing” they’ve been searching for.




Be wary of selling “fake benefits,” or completely hiding away your features, especially when appealing to a highly technical or business audience.




Features matter, and are an essential complement to the solution selling that gets prospects interested in the first place.






If you enjoyed this post and found TONS OF VALUE, please take a moment and share…..Thank You!



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To Your Success,
Joan Harrington

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28 Responses to “Why The Benefits Of Your Product Are More Important Than Its Features”

  1. Peggy Nolan February 26, 2014 at #

    Hi! I love the way you differentiate between features and benefits!

    • Joan Harrington February 26, 2014 at #

      Hi Peggy! Thanks so much!!! Appreciate it!

  2. Anne Omland February 26, 2014 at #

    Great article! It’s a nice reminder to focus not only on what you’re selling but why. And seeing it from the client’s perspective, what it can do from them, is how we can really be of service. I especially like this: “Features can often connect the dots and put the benefits into a greater context.” Thanks for sharing Joan!

    • Joan Harrington February 26, 2014 at #

      Glad you enjoyed, Anne!! Thank you!!

  3. Kungphoo February 26, 2014 at #

    Very good points! If it is useful enough everyone will use it! Thanks for sharing!

    • Joan Harrington February 26, 2014 at #

      Thanks Kungphoo! So true! Must be useful!

  4. Ana Verrusio February 26, 2014 at #

    Good read. In my business I find that the first question my customers make is “how much.” I find that the first thing I need to sell is myself. By that I mean, that my customers are comfortable with me as a person…that I am someone they trust and want to do business with.

    • Joan Harrington February 26, 2014 at #

      Exactly Ana!!! Thank you!! Much appreciated!

  5. Alexandra McAllister February 26, 2014 at #

    Thanks for sharing such great points. I like the difference between features and benefits. Sharing is caring and I’m sharing! :)

    • Joan Harrington February 26, 2014 at #

      Thanks so much Alexandra!!!! Appreciate it :)

  6. Veronica February 27, 2014 at #

    This post makes total sense. I have to see how something benefits me before I spend my money on it. Features are secondary

    • Joan Harrington February 27, 2014 at #

      Thanks so much Veronica!!!

  7. Carele Belanger February 27, 2014 at #

    Great article. The benefits are always the first thing to think about.

    • Joan Harrington February 27, 2014 at #

      Thank you Carele!!! Definately!

  8. Nate February 27, 2014 at #

    Hello Joan,

    Great post today, my friend. I like how you broke down the differences between features and benefits!

    • Joan Harrington February 27, 2014 at #

      Hi Nate! Thanks my friend, much appreciation!!!

  9. Sharon ODay February 27, 2014 at #

    While some people think their customers buy features, that’s not what tips the decision of whether or not to buy. Instead, it’s the benefits, many of which fill emotional needs. Yet you’d never know it when you see the amount of online or offline “real estate” marketers spend listing and emphasizing features. They need to read your post, Joan! ;-)

    • Joan Harrington February 27, 2014 at #

      Thank you Sharon! Yes they do need to read my post!!!

  10. Roz February 27, 2014 at #

    My challenge is to reproduce the experience of touching, seeing and trying on jewelry to encourage a sale. Learned our descriptions must create an experience of wearing the piece. Clearly emotional needs get triggered as jewelry choice is individualized. Love distinction to focus on the benefits.

    • Joan Harrington February 27, 2014 at #

      Thanks Roz! Love your insights!!!

  11. Dawn Lanier February 28, 2014 at #

    Speaking to the benefits of your product or service helps create interest and makes it a lot easier to talk about the features/details of what you offer. You did a great job of explaining this in easy to understand terms. Thanks Joan!

    • Joan Harrington February 28, 2014 at #

      Thank you Dawn!!! Appreciate it!

  12. jo casey March 1, 2014 at #

    This is really useful. Being an entrepreneur can be a really steep learning curve and getting the difference between features and benefits is such a key first step when it comes to marketing. Thanks for a great overview

    • Joan Harrington March 1, 2014 at #

      You are welcome Jo, glad you enjoyed!! Thank you!

  13. Great job differentiating between features & benefits. People go for benefits, all the time. Great review! :)

    • Joan Harrington March 3, 2014 at #

      Thanks Norma!! Appreciate it girl!

  14. Pat Moon March 3, 2014 at #

    This is a great topic. I often struggle with this when writing about my nutrition products. I get so wrapped up in how great I believe my supplements are that I forget to focus on the benefits first. Once a person realizes there really is a need and they could benefit from taking my supplements, then I need to connect the dots to explain the features so they can understand the ‘why’. Thanks for clarifying this so clearly.

    • Joan Harrington March 3, 2014 at #

      You are welcome Pat! Thank you for your awesome comment!

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