A Product Features and Benefits Cheat Sheet

That’s how the founder of Revlon Charles https://www.taurist.com/    Levson described his organisation’s approach. We, at Convertful, couldn’t agree extra! The concept behind his announcement was that you shouldn’t inform the patron what you’ve produced, however alternatively the value they may benefit from your product.

And, even though this is a simple idea, many marketers fail to apply it.

Many agencies describe their product inside the manner that they see it, not in the manner to draw a client. This has dire consequences, – according to the e-Commerce take a look at of NN Group, 20% of eCommerce agencies fail due to an unclear product description. This comes from a essential misunderstanding of the variations between capabilities and advantages.

Product capabilities and benefits example
Product capabilities are the characteristics of your product. These are the obvious facts approximately the product – its length, weight, and capability.

These are elements which are greater crucial within the production degree. But with regards to the promoting level, there is only one element on the way to make the distinction in your patron – what’s in it for me?

The blessings answer this query. A product advantage is the cost that a consumer realizes from the product. It is an expression of enjoyable the consumer’s want.

Customers are extra interested in the blessings of the goods they’re shopping for as opposed to their technical details.

In short – product functions show what your product does, and product blessings show what it does for them.

Let’s check some examples of the differences between product capabilities and benefits.

Look at this business of iPhone 7. It become one of the first dual digicam phones with software program that blurred the background of snap shots, like in professional SLR cameras.

But the main iPhone customers aren’t expert photographers. They are human beings that want to take cool photos. This is what’s shown in an iPhone business:

As you could see, this couple makes use of the digicam to share reviews and make lasting reminiscences. The camera has wonderful great however what the economic is emphasizing is the benefit of shooting moments.

Another instance is a page from new going for walks footwear with the aid of Nike. The awareness is at the blessings – they even use a testimonial on the principle screen to emphasise what’s critical for the target market: these new footwear are terrific relaxed.

Nike product blessings example
Once we dig deeper, we see a extra precise description – the technology and the way it works. But they don’t put it inside the first area and don’t use it as the main promoting factor to draw customers.

Nike product capabilities example
How To Differentiate Product Features From Benefits
Let’s play a game. Take a observe these product descriptions and strive to differentiate among the product advantages and capabilities.

Our fare aggregator ‘FlyWithUs’ collects statistics from 2000 one of a kind airlines and is proven within the handy seek gadget. You can use greater than 20 filters on our internet site.
Establish a wholesome recurring and get that “Summer Body” you’ve usually wanted!
This dress is crafted from natural first-rate fiber.
Take this pc with you at the same time as journeying, complete the responsibilities at the move and in no way experience worn-out from the greater weight in your bag.
Now permit’s overview the answers.

Our fare aggregator ‘FlyWithUs’ collects facts from 2000 exceptional airways and suggests it in the convenient seek system. You can use more than 20 filters on our website.
Feature.

Customers are not interested in how many airlines this aggregator provides. They are actually seeking out the first-class flights.

Let’s alternate this description:

‘Fare aggregator ‘FlyWithUs’ helps you to discover the cheapest tickets on the Internet with the most convenient connections.’

Better, right?

Establish a wholesome ordinary and get that “Summer Body” you’ve continually desired!
Benefit.

The number one aim of the gym’s site visitors is to shed pounds. The gym describes the value for the traveller. It has grabbed the eye of the traveler by means of demonstrating what’s in it for them – getting ‘Summer Body’ in their dreams.

This dress is made from natural brilliant fiber.
Feature.

Focus on what’s critical for the consumer, now not the manufacturer. Let’s try like this: ‘The dress is comfortable and stylish and could make you sense happier and extra assured.’

Take this computer with you even as traveling, complete the duties on the move and in no way experience tired from the more weight in your bag.
Benefit.

The consciousness is on not to battle with a heavy travel bag when travelling. The end result is focused on making a memorable experience – now not to be bogged down by heavy luggage.

Now that you know how to tell the distinction among product functions and advantages allow’s assessment the way to put together the benefits list for the product.

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How To Describe Product Features As Benefits
This easy process will help you to define the benefits of your features.

Define Your Customer
Answer those questions: who’re they? What is the price your product provides? Do they already use your competitor’s product, and if so, what’s going to lead them to transfer on your brand?

Make The List Of Features
List all the things that you are happy with the most about your product, and why it’s unique. At this level, the focus is on the functions, not the benefits.

For instance, let’s say you’re an owner of a Facebook advertising enterprise. What might be your features? Your team of specialists and that you specialize best on Facebook Ads for eCommerce.

Turn Them Into Benefits
After every feature, ask a simple question – ‘So What?’

Let’s do some magic and turn the functions from the preceding examples into advantages:

We are rather skilled professional virtual marketers, so we are able to make your commercial enterprise develop to 7-figures swiftly.

Our sole focus is on Facebook Ads for eCommerce, so we’ve got a first rate domain understanding and will help you to enforce all of the excellent practices.

Check What Will Be Best For Your Customers
Leave most effective the advantages with the intention to be precious in your consumer.

Let’s say, your drill has a fantastic layout, and it looks excellent. Sounds like a gain, however it isn’t in case your client is a laborer who needs to make a hollow inside the wall.

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