From my book: “25 Things You Can Do to Get Better Results From Your Internet Marketing.”
[9] Promote Benefits Before Features
A common marketing communication mistake I see at many websites is that they 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.
People choose benefits because of the emotional connection to their particular needs. They then support their emotional decision with logic (i.e., features). 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.
What is the outcome most people want when looking for your particular services or products?
An example might be: Engaged couples do not initially care about the top-of-the-line speaker system a wedding 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.
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.
Examples of Benefits vs. Features
Benefit (emotion): Choosing Greek yogurt makes you healthier and more satisfied.
Feature (logic): Greek yogurt is nutritious and packed with protein.
Benefit (emotion): These tissues will sooth your nose and make your cold less painful.
Feature (logic): These tissues have multiple cushiony layers and are velvety to the touch.
Benefit (emotion): One dose of this medicine will relieve your headache and let you enjoy your day.
Feature (logic): This medicine has 500mg of acetaminophen.
Benefit (emotion): With this case, your phone won’t break into a million pieces if you drop it.
Feature (logic): This phone case is made with layers of carbon fibers and reinforced plastics.
Benefit (emotion): You’ll be able to work and play at lightning speed on this computer.
Feature (logic): 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 the marketing message at your website (and across your internet marketing).
[ ] It should also be at the top of your home page.
[ ] Look at your website marketing copy to make sure you are selling benefits before features. Sell the sizzle before you sell the steak.
[ ] For a great example of a business that sells benefits first (emotion), and then supports a buying decision with features (logic), check out https://drsmusic.com
