Features vs Benefits
It’s easy for a marketing professional to become so immersed in a company that he or she forgets who brand communications are intended to engage – the buyers. It happens to all of us; an exciting new feature has been added to a product, and we can’t wait to share that nugget of information with the world. But what does the consumer want to know? “What’s in it for me?” When writing about a feature, always ask yourself “Why?” until you can’t anymore. Take our patented airfoil and winglet design as an example.
This is a winglet from the Element™.
Why? It decreases the drag and produces more airflow than existing fan blade designs.
Why? Decreasing drag means less work required of a motor. More air means more comfort.
Why? A smaller motor requires less energy and therefore lower energy bills. More comfort means greater productivity.
Why? Boost the bottom-line efficiency of your business.
If you ask yourself “Why?” enough times, you’ll get to the important stuff eventually. Let’s not kid ourselves – features are important. Features support a product and build credibility.
But, benefits are more important to the consumer. Benefits represent value and ultimately sell the product. So, always ask yourself “why?” when you divulge into the nitty gritty details of the product.
Tags: customer value, fan winglets, product benefits, product features