Benefits: How to highlight the benefits and features of your products and services

1. Why benefits matter more than features?

When you are selling a product or service, you might be tempted to focus on its features, such as what it does, how it works, or what it looks like. However, features alone are not enough to persuade potential customers to buy from you. What really matters is how your product or service can benefit them, such as how it can solve their problems, improve their situation, or make them happier. Benefits are the emotional and practical outcomes that customers get from using your product or service. In this section, we will explore why benefits matter more than features, and how you can highlight them effectively in your marketing and sales messages.

Some of the reasons why benefits matter more than features are:

1. Benefits appeal to customers' emotions. people buy products or services not because of what they are, but because of how they make them feel. Benefits tap into customers' emotions, such as pain, pleasure, fear, or desire, and show them how your product or service can help them achieve their goals, avoid their fears, or satisfy their needs. For example, a feature of a car might be its fuel efficiency, but a benefit might be saving money on gas, reducing environmental impact, or having more freedom to travel.

2. Benefits differentiate you from competitors. Features are often easy to copy or match by other businesses, but benefits are unique to your product or service and your target audience. Benefits show customers why they should choose you over other options, and what value you can offer them that others can't. For example, a feature of a software might be its speed, but a benefit might be saving time, increasing productivity, or delivering better results.

3. Benefits address customers' objections. Customers might have doubts or concerns about buying your product or service, such as whether it is worth the price, whether it will work for them, or whether they can trust you. Benefits can help you overcome these objections by showing customers how your product or service can deliver more value than the cost, how it can fit their specific needs or preferences, or how it can provide proof or guarantees of quality or reliability. For example, a feature of a book might be its length, but a benefit might be gaining more knowledge, enjoying more entertainment, or getting more value for money.

To highlight the benefits of your product or service, you need to do the following steps:

1. identify your target audience and their pain points. You need to know who your ideal customers are, what problems they have, what goals they have, and what motivates them. You can use market research, customer feedback, or persona creation to understand your audience better. This will help you tailor your benefits to their specific needs and desires.

2. List the features of your product or service and the benefits they provide. You need to know what your product or service does, how it works, and what it looks like. You can use product specifications, user manuals, or design documents to list the features of your product or service. Then, for each feature, you need to think of the benefit it provides to your target audience. You can use the formula "Feature + So that + Benefit" to generate benefits. For example, "This laptop has a long battery life, so that you can work anywhere without worrying about running out of power."

3. Prioritize and emphasize the most important benefits. You need to know which benefits are the most relevant, compelling, and persuasive to your target audience. You can use surveys, interviews, or tests to find out what benefits your customers value the most. Then, you need to emphasize these benefits in your marketing and sales messages, using headlines, subheadings, bullet points, testimonials, or stories. You can also use words or phrases that trigger emotions, such as "imagine", "discover", "guarantee", or "transform". For example, "Imagine how much more you can achieve with this laptop that lasts all day long.

2. How to distinguish them and why you need both?

One of the most important aspects of marketing your products and services is to communicate their value to your potential customers. But how do you do that effectively? A common mistake that many marketers make is to focus only on the features of their products and services, without explaining how they benefit the customers. Features are the characteristics or attributes of your products and services, such as size, color, speed, functionality, etc. Benefits are the outcomes or results that your customers will experience or achieve by using your products and services, such as solving a problem, satisfying a need, saving time, money, or effort, etc. In this section, we will discuss how to distinguish between benefits and features, and why you need both to create a compelling marketing message.

Here are some tips on how to distinguish between benefits and features, and why you need both:

- 1. Start with the customer's pain points or desires. The first step to identify the benefits of your products and services is to understand what your customers are looking for, what problems they have, or what goals they want to achieve. This will help you to align your products and services with their needs and wants, and to show them how you can help them. For example, if you are selling a laptop, you need to know what your customers use it for, what challenges they face, or what improvements they seek. Then you can highlight the benefits of your laptop that address those pain points or desires, such as faster performance, longer battery life, more storage space, etc.

- 2. Translate features into benefits. The next step is to translate the features of your products and services into benefits for your customers. This means explaining how each feature helps your customers to achieve their desired outcomes or results, or how it makes their lives easier, better, or more enjoyable. For example, if you are selling a laptop with a feature of 16 GB RAM, you can translate it into a benefit of faster multitasking, smoother video editing, or better gaming experience. You can use phrases like "which means that...", "so that...", or "this allows you to..." to connect the features and the benefits. For example, "This laptop has 16 GB RAM, which means that you can run multiple applications at the same time without slowing down your system."

- 3. Use both benefits and features in your marketing message. The final step is to use both benefits and features in your marketing message, but with different emphasis and order. Benefits are more persuasive and emotional, while features are more factual and logical. Therefore, you should use benefits to capture your customers' attention and interest, and features to provide evidence and support for your claims. You should also use benefits first, and features second, to follow the AIDA model of marketing communication: Attention, Interest, Desire, and Action. For example, "This laptop will boost your productivity and creativity with its fast performance, long battery life, and large storage space. It has 16 GB RAM, 10 hours of battery life, and 1 TB SSD, which allow you to multitask, edit videos, and store all your files with ease.

3. How to use Features, Advantages, and Benefits to craft compelling messages?

Here's a comprehensive section on the FAB Formula: How to use Features, Advantages, and Benefits to craft compelling messages.

In today's competitive market, it's crucial for businesses to effectively communicate the value of their products and services. One powerful framework that can help achieve this is the FAB Formula, which stands for Features, Advantages, and Benefits.

When crafting compelling messages, it's important to start by understanding the distinction between features, advantages, and benefits. Features refer to the specific characteristics or functionalities of a product or service. Advantages are the positive aspects or improvements that these features bring. Benefits, on the other hand, are the outcomes or results that customers can expect to experience by using the product or service.

By leveraging the FAB Formula, businesses can create messages that resonate with their target audience and effectively highlight the value they offer. Let's explore this further:

1. Features:

In this section, we delve into the unique features of your product or service. These could include technological advancements, design elements, or specific functionalities. For example, if you're promoting a smartphone, you might highlight features such as a high-resolution camera, a large storage capacity, or a long-lasting battery life.

2. Advantages:

Next, we discuss the advantages that these features provide. Advantages focus on how the features positively impact the user experience or solve a problem. For instance, the high-resolution camera mentioned earlier could enable users to capture stunning photos and videos, while the large storage capacity allows for storing a vast amount of media files.

3. Benefits:

Finally, we emphasize the benefits that customers can derive from using the product or service. Benefits address the underlying needs, desires, or pain points of the target audience. For example, the benefit of the smartphone's long-lasting battery life could be the convenience of using the device throughout the day without worrying about frequent recharging.

By structuring your messages using the FAB Formula, you can effectively communicate the value proposition of your offerings. Remember to use examples and real-life scenarios to illustrate the ideas and make them more relatable to your audience.

4. How to use Stories, Outcomes, Feelings, and Testimonials to showcase your benefits?

One of the most effective ways to highlight the benefits and features of your products and services is to use the SOFT method. This method stands for Stories, Outcomes, Feelings, and Testimonials. It helps you to showcase how your products and services can solve your customers' problems, improve their lives, and make them happy. In this section, we will explain how to use the SOFT method in your marketing and sales materials, and provide some examples of how it works in practice.

The SOFT method consists of four elements:

1. Stories: Stories are powerful tools to capture your customers' attention, engage their emotions, and demonstrate the value of your products and services. Stories can be based on real-life experiences of your customers, or fictional scenarios that illustrate the benefits of your products and services. Stories should be relevant, relatable, and realistic. They should also have a clear beginning, middle, and end, and a main message that supports your marketing and sales goals.

2. Outcomes: Outcomes are the specific results that your customers can expect from using your products and services. Outcomes should be measurable, tangible, and desirable. They should also be aligned with your customers' needs, wants, and goals. Outcomes can be expressed in terms of numbers, percentages, time, money, or other metrics that show the impact of your products and services.

3. Feelings: Feelings are the emotional benefits that your customers can enjoy from using your products and services. Feelings should be positive, appealing, and motivating. They should also be related to your customers' pain points, aspirations, and values. Feelings can be expressed in terms of adjectives, verbs, or phrases that describe how your customers will feel after using your products and services.

4. Testimonials: testimonials are the social proof that your products and services deliver on your promises. Testimonials can be in the form of quotes, reviews, ratings, endorsements, or case studies from your satisfied customers. Testimonials should be authentic, credible, and specific. They should also include the name, title, and photo of the customer, and the name and logo of your company.

Here are some examples of how to use the SOFT method to showcase the benefits and features of your products and services:

- Example 1: A software company that offers a cloud-based accounting solution for small businesses.

- Story: Meet Sarah, a freelance graphic designer who runs her own business. Sarah loves creating beautiful designs for her clients, but she hates dealing with the accounting side of her business. She used to spend hours every month on invoicing, tracking expenses, and filing taxes. She often made mistakes, missed deadlines, and lost money. She was frustrated and stressed out by her accounting tasks, and wished she could focus more on her creative work.

- Outcome: Then Sarah discovered CloudAccount, a cloud-based accounting solution for small businesses. CloudAccount made her accounting tasks easy, fast, and accurate. She could create and send invoices in minutes, track her expenses automatically, and file her taxes with a click of a button. She saved time, money, and hassle. She also gained insights into her business performance, cash flow, and profitability. She was able to grow her business, attract more clients, and increase her income.

- Feeling: Sarah was thrilled with CloudAccount. She felt confident, relaxed, and happy. She no longer dreaded her accounting tasks, but enjoyed them. She felt in control of her finances, and proud of her business. She felt more creative, productive, and successful.

- Testimonial: "CloudAccount is a lifesaver for my business. It makes accounting easy, fast, and accurate. I save time, money, and hassle. I also get insights into my business performance, cash flow, and profitability. I can focus more on my creative work, and grow my business. I love CloudAccount!" - Sarah, Freelance Graphic Designer

- Example 2: A fitness center that offers a personalized training program for weight loss.

- Story: Meet John, a busy professional who wanted to lose weight and get in shape. John had tried many diets and exercise programs, but none of them worked for him. He always gave up after a few weeks, or gained back the weight he lost. He felt unhealthy, unhappy, and unattractive. He wanted to change his lifestyle, but he didn't know how.

- Outcome: Then John joined FitCenter, a fitness center that offers a personalized training program for weight loss. FitCenter assigned him a personal trainer who designed a customized workout plan for him, based on his goals, preferences, and fitness level. FitCenter also provided him with a nutritionist who created a balanced diet plan for him, based on his needs, tastes, and allergies. FitCenter monitored his progress, gave him feedback, and adjusted his plan as needed. FitCenter helped him lose weight, build muscle, and improve his health.

- Feeling: John was amazed by FitCenter. He felt motivated, supported, and inspired. He enjoyed his workouts, and followed his diet. He saw results, and received compliments. He felt healthy, happy, and attractive. He felt more energetic, confident, and positive.

- Testimonial: "FitCenter is the best thing that ever happened to me. It offers a personalized training program for weight loss that works for me. It helps me lose weight, build muscle, and improve my health. I feel motivated, supported, and inspired. I feel healthy, happy, and attractive. I feel more energetic, confident, and positive. I recommend FitCenter to anyone who wants to lose weight and get in shape." - John, Busy Professional

The SOFT method is a powerful way to highlight the benefits and features of your products and services. It helps you to connect with your customers, persuade them to buy from you, and build loyalty and trust. By using stories, outcomes, feelings, and testimonials, you can showcase how your products and services can solve your customers' problems, improve their lives, and make them happy. Try the SOFT method today, and see the difference it makes in your marketing and sales materials.

5. How to make your benefits Useful, Urgent, Unique, and Ultra-specific?

One of the most important aspects of writing effective copy is to highlight the benefits and features of your products and services. But how do you make sure that your benefits stand out from the crowd and persuade your prospects to take action? That's where the 4 U's come in. The 4 U's are a simple but powerful framework to help you craft benefits that are Useful, Urgent, Unique, and Ultra-specific. Let's take a closer look at each of these elements and how they can improve your copy.

1. Useful: A useful benefit is one that solves a problem, fulfills a need, or satisfies a desire for your target audience. It answers the question: "What's in it for me?" A useful benefit is not vague or generic, but rather specific and relevant to your niche. For example, instead of saying "Our software helps you manage your projects", you could say "Our software helps you track your tasks, deadlines, and budgets in one place".

2. Urgent: An urgent benefit is one that creates a sense of scarcity, exclusivity, or timeliness for your offer. It answers the question: "Why should I act now?" An urgent benefit is not manipulative or dishonest, but rather genuine and compelling. For example, instead of saying "Buy now and save 10%", you could say "Buy now and get access to our limited-time bonus package worth $500".

3. Unique: A unique benefit is one that sets you apart from your competitors and showcases your value proposition. It answers the question: "Why should I choose you over others?" A unique benefit is not common or cliché, but rather distinctive and original. For example, instead of saying "We offer high-quality service", you could say "We offer a 100% satisfaction guarantee or your money back".

4. Ultra-specific: An ultra-specific benefit is one that uses precise details, numbers, or examples to make your benefit more credible and concrete. It answers the question: "How exactly does it work?" An ultra-specific benefit is not vague or ambiguous, but rather clear and measurable. For example, instead of saying "We help you grow your business", you could say "We help you generate 50% more leads in 30 days or less".

By applying the 4 U's to your benefits, you can make your copy more persuasive and effective. Remember to use them as a checklist, not a formula, and to tailor them to your audience and offer. The 4 U's are not meant to be rigid rules, but rather flexible guidelines to help you craft benefits that sell.

6. How to create contrast and curiosity with your benefits?

One of the most effective ways to highlight the benefits and features of your products and services is to use the Before-After-Bridge (BAB) framework. This framework helps you to create contrast and curiosity with your benefits by showing your audience how their situation will improve after using your solution. The BAB framework consists of three steps:

1. Before: Describe the current pain, problem, or challenge that your audience is facing. Make them feel the frustration, dissatisfaction, or fear that they are experiencing. This will help you to capture their attention and empathy.

2. After: Paint a vivid picture of how their situation will change for the better after using your product or service. Show them the positive outcomes, results, or benefits that they will enjoy. This will help you to create desire and excitement for your solution.

3. Bridge: explain how your product or service will help them to move from the before state to the after state. Highlight the features, advantages, or differentiators that make your solution unique, effective, or superior. This will help you to establish credibility and trust for your offer.

Let's look at some examples of how to use the BAB framework for different products and services.

- Example 1: A fitness app

- Before: Are you tired of feeling sluggish, overweight, and unhappy with your body? Do you struggle to find the time, motivation, or guidance to exercise regularly and eat healthily?

- After: Imagine if you could transform your body, boost your energy, and feel confident and proud of your appearance. Imagine if you could achieve your fitness goals with a personalized plan that fits your schedule, preferences, and lifestyle.

- Bridge: That's exactly what our app can do for you. Our app is the ultimate fitness companion that helps you to track your progress, get expert advice, and access hundreds of workouts and recipes. Whether you want to lose weight, build muscle, or improve your overall wellness, our app will help you to get there faster and easier.

- Example 2: A resume writing service

- Before: Do you feel frustrated and hopeless with your job search? Do you spend hours applying for jobs online, only to get rejected or ignored? Do you wonder why you can't land your dream job, even though you have the skills and experience?

- After: Imagine if you could get more interviews, more offers, and more opportunities with your ideal employers. Imagine if you could showcase your value, stand out from the crowd, and impress hiring managers with your resume.

- Bridge: That's exactly what our service can do for you. Our service is the best resume writing service that helps you to create a professional, customized, and powerful resume that gets you noticed and hired. Whether you are a fresh graduate, a career changer, or a senior executive, our service will help you to craft a resume that showcases your strengths, achievements, and potential.

7. How to tap into your audiences pain points and present your benefits as solutions?

One of the most effective ways to persuade your audience to buy your products or services is to use the Problem-Agitate-Solve (PAS) formula. This is a copywriting technique that helps you to identify your audience's pain points, amplify their emotions, and present your benefits as solutions. In this section, we will explain how the PAS formula works, why it is so powerful, and how you can apply it to your own marketing campaigns. Here are the steps to follow:

1. Problem: The first step is to state the problem that your audience is facing. This should be something that they are aware of and that they want to solve. You can use questions, statistics, stories, or testimonials to illustrate the problem and make it more relatable. For example, if you are selling a weight loss program, you could say: "Are you tired of feeling unhappy with your body? Do you struggle to lose weight no matter what you try? You are not alone. According to a recent study, 70% of Americans are overweight or obese."

2. Agitate: The second step is to agitate the problem by making it worse. This is where you tap into your audience's emotions and make them feel the pain, frustration, fear, or anger that the problem causes. You can use words, images, or sounds to intensify their feelings and make them want to get rid of the problem as soon as possible. For example, you could say: "Being overweight is not only bad for your health, but also for your self-esteem, your relationships, and your happiness. You may feel depressed, lonely, or ashamed of your appearance. You may miss out on opportunities, experiences, and memories that you deserve. You may even risk developing serious diseases like diabetes, heart disease, or cancer."

3. Solve: The third and final step is to solve the problem by offering your benefits as solutions. This is where you show your audience how your products or services can help them overcome their pain points and achieve their desired outcomes. You can use features, advantages, benefits, guarantees, or testimonials to demonstrate how your solutions work, why they are better than the alternatives, and what results they can expect. For example, you could say: "But it doesn't have to be this way. You can lose weight and feel great with our proven weight loss program. Our program is based on scientific research and customized to your needs and goals. You will get access to a personal coach, a nutrition plan, a workout plan, and a supportive community. You will learn how to eat healthy, exercise effectively, and enjoy your life. You will see visible results in just 30 days or your money back. You will finally have the body and the confidence that you always wanted."

The PAS formula is a powerful way to highlight the benefits and features of your products and services. It helps you to connect with your audience on an emotional level, to show them that you understand their problems, and to persuade them that you have the best solutions. By using the PAS formula, you can increase your conversions, sales, and customer loyalty. Try it for yourself and see the difference it can make.

8. How to use Proof, Authority, Scarcity, and Objections to reinforce your benefits?

1. Proof: Providing evidence and testimonials can greatly enhance the credibility of your claims. By showcasing real-life examples, success stories, or case studies, you can demonstrate the effectiveness of your products or services. For instance, you could share how a customer achieved remarkable results using your solution.

2. Authority: Establishing yourself or your brand as an authority in the industry can significantly boost trust and confidence. This can be achieved by sharing your expertise, credentials, or certifications. By positioning yourself as a knowledgeable source, potential customers are more likely to perceive your offerings as reliable and valuable.

3. Scarcity: Creating a sense of scarcity or exclusivity can drive urgency and increase the perceived value of your products or services. limited-time offers, exclusive discounts, or special editions can create a fear of missing out (FOMO) among your target audience. By emphasizing the limited availability or time-sensitive nature of your offerings, you can encourage prompt action.

4. Objections: Addressing potential objections or concerns proactively can alleviate doubts and increase conversion rates. Identify common objections that customers may have and provide compelling counterarguments or solutions. By preemptively addressing these objections, you can instill confidence in your audience and overcome any hesitations they may have.

By incorporating the PASO method into your marketing strategy, you can effectively reinforce the benefits and features of your products and services. Remember to tailor your approach to your target audience and leverage real-life examples and data whenever possible.

9. How to summarize your benefits and end with a clear call to action?

The conclusion of your blog is the last chance to persuade your readers to take action on your products and services. It is where you summarize the main benefits and features that you have discussed in the previous sections, and where you provide a clear and compelling call to action that motivates your readers to act. A good conclusion should not only restate your main points, but also show how they are relevant and valuable to your readers. Here are some tips on how to write a powerful conclusion for your blog:

1. Restate your main benefits and features in a concise and memorable way. You don't need to repeat everything you have said before, but you should remind your readers of the key benefits and features that make your products and services stand out from the competition. For example, you could say something like: "With our products and services, you can enjoy faster, cheaper, and more reliable solutions that will boost your productivity, efficiency, and profitability."

2. Show how your benefits and features solve your readers' problems or fulfill their needs. You want to connect your benefits and features to your readers' pain points or goals, and show how your products and services can help them overcome their challenges or achieve their desired outcomes. For example, you could say something like: "Whether you are struggling with outdated systems, high costs, or poor performance, our products and services can help you solve these problems and take your business to the next level."

3. provide social proof or testimonials to back up your claims. You want to reinforce your credibility and authority by showing your readers that other people have benefited from your products and services, and that they are satisfied and happy with the results. You can use quotes, statistics, case studies, or reviews from your previous or current customers, partners, or experts to support your claims. For example, you could say something like: "Don't just take our word for it. Here is what some of our customers have to say about our products and services: ..."

4. Create a sense of urgency or scarcity to prompt your readers to act. You want to make your readers feel that they need to act fast or they will miss out on a great opportunity. You can use words or phrases that indicate a limited time offer, a special discount, a bonus, or a guarantee to create a sense of urgency or scarcity. For example, you could say something like: "Don't wait any longer. Act now and get 50% off your first order, plus a free consultation and a 30-day money-back guarantee. This offer is only valid until the end of the month, so hurry up and claim your spot today."

5. End with a clear and specific call to action that tells your readers what to do next. You want to make it easy and simple for your readers to take the next step and buy your products or services. You should use a strong and direct verb that tells your readers what action you want them to take, and provide a link, a button, a phone number, or an email address where they can do it. You should also use words or phrases that convey the benefits or value of taking action, and that create a sense of excitement or anticipation. For example, you could say something like: "Ready to get started? Click the button below and get access to our products and services today. You won't regret it."

By following these tips, you can write a conclusion that summarizes your benefits and features, and that ends with a clear call to action that drives your readers to action. I hope this helps you with your blog.

While we would typically encourage young people to start saving for the future as early as possible, it's unlikely that a budding entrepreneur will be able to do so. The entrepreneur will need every bit of capital available for the business, which will likely crowd out personal savings.

John C. Bogle