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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Kenda Macdonald is an Automation Ninja. With a background in Forensic Psychology and an affinity for statistics and behaviourally intelligent automation – she’s not your average expert. She’s been living and breathing Infusionsoft since 2011 and has spent over 14 500 hours learning new ways to automate what people think is impossible. She’s a true nerd, and spends her waking hours helping businesses understand behaviour for super effective marketing, and relishes in simplifying over complicated processes for truly intelligent automated marketing. She’s the founder of Automation Ninjas - Experts in behavioural automation. Expect enthusiasm and a wealth of knowledge – not normalcy.