AUTHOR: Kenda Macdonald
As a dedicated consultant, I specialise in elevating businesses through top-tier consultancy, fueled by a deep understanding of buyer psychology cultivated over years of experience. My expertise lies in crafting marketing and sales strategies that propel businesses to new heights by leveraging insights into the buyer brain. As a bestselling author, public speaker, and strategist, my passion for decoding human behavior drives me to innovate and deliver unparalleled results. I've designed a methodology adaptable for all types of businesses, ensuring transformative customer journeys and experiences.
This episode looks at features and benefits, what the difference between them are and why they work in marketing.
If you've been on an electricals website to buy a laptop you'll see the same list of features. Hard drive, RAM, processor, resolution, ports and so on. Cold hard facts. That is what you get from that computer.
If that's all you care about then congratulations, you've have transcended the emotional and you can make decisions on cold, hard logic. Our evil robot overlords of the future will be proud.
Benefits - on the other hand - explain why those features are so awesome. Eight gig of ram and an i5 Pentium processor doesn't just make your computer fast they allow you to play the games you love or Skype with loved ones without lag. Or whatever.
The point is features and benefits are inextricably linked. Sure you can have features without benefits but in almost every instance your clients or customers will need a reason to buy a product or service beyond a cost list of facts.
As we've touched on before - people aren't logical and rely on their emotions to make a decision.
Some businesses understand this better than others. Apple is as successful as it is not because it's laptops are radically different from any others but because they identified their target audience and sold them the dream through the benefits their products offer.
Apple starts with why they do what they do, most other businesses start with what. The benefits tap into the why and the benefits are the what.
Features and benefits are both individually important but fairly useless without the other. Especially if you're selling products.
Watch the video below to learn more about the importance of using features and benefits to tap into the emotions of your audience.
Starring: Kenda Macdonald
Guest Starring: Salem the Cat
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