A common marketing communications mistake at many websites is to first promote FEATURES instead of BENEFITS. In most cases, people buy benefits and then support their buying decision with the features of a product or service.
One of the most famous quotes in marketing comes from Harvard Business School professor, Theodore Levitt:
People don’t want to buy a quarter-inch drill; they want to buy a quarter-inch hole!
In other words, you do not buy a drill for the drill, you buy it for the hole it drills.
An example in the wedding industry might be: Couples do not initially care about the top-of-the-line speaker system a DJ is pitching. They want to be sure that their guests will dance all night long and have such a great time that everyone will rave about it after the wedding.
Here are some more examples that will help you understand the difference between benefits and features. Remember, people buy BENEFITS to gain from them. Features are just the icing on the cake!
Benefits vs. Features
Benefit: Choosing Greek yogurt makes you healthier and more satisfied.
Feature: Greek yogurt is nutritious and packed with protein.
Benefit: These tissues will sooth your nose and make your cold less painful.
Feature: These tissues have multiple cushiony layers and are velvety to the touch.
Benefit: One dose of this medicine will relieve your headache and let you enjoy your day.
Feature: This medicine has 500mg of acetaminophen.
Benefit: With this case, your phone won’t break into a million pieces if you drop it.
Feature: This phone case is made with layers of carbon fibers and reinforced plastics.
Benefit: You’ll be able to work and play at lightening speed on this computer.
Feature: This computer has 16GB of RAM and a 6GHz quad-core processor.
Action Items & Resources:
- Create a worksheet with two columns:
– The first column should list your benefits.
– The second will list features.
This worksheet is the basis for key information that should be used to optimize your marketing message. It should be at the top of your home page.
- Look at your website copy to make sure you sell benefits before features. Sell the sizzle before you sell the steak.
- For a great example of a wedding business that sells benefits, and then ONLY AFTER the benefits talks about features, that is very successful at getting more inquiries from their website, visit http://drsmusic.com.
- Download this “Benefits vs. Features” worksheet: http://bookmoreweddings.com/wp-content/uploads/2018/11/feature-and-benefit-worksheet.pdf