Customers never buy because of product features. They buy because they perceive some "benefit" to those features.
Unfortunately, most sales and marketing messages talk about features and let the customers try to figure out the benefits. That's asking your customer to do your heavy lifting for you.
You'll get more customers, more quickly, if you communicate the benefits of using your product rather than the features it possesses. Here are six rules for doing so, based upon a conversation with one of my favorite sales gurus, Barry Rhein:
A feature is something that a product or service "is" or "does." A benefit is something that the product or service "means" to the customer. For example:
Customers will remember a benefit longer and more easily if it's expressed using simple, strong words that evoke emotion.
Nothing leaches a benefit of emotion more than the use of tired business cliches or overly technical terminology.
Most people can only hold two or three thoughts at one time in their short-term memory. Long lists of benefits just cause confusion.
Benefits that are generic to your product category can convince a customer to buy... but not necessarily from you! Use benefits that differentiate you from the competition:
Customers ignore benefits that are abstract and expressed using vague adverbs and adjectives. Benefits that are concrete and specific are more convincing and "stick in the mind."
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