Stop putting your building in ads! Features vs. benefits in marketing

A while ago, I watched a local business give a presentation to the local chamber of commerce about their law firm. And they talked about…their building.  Apparently they had just finished a remodel of their offices and wanted to show them off. Slide after slide after slide was photos of the inside and outside of their building. It was beautiful, but a complete waste of the audience’s time and a complete missed marketing opportunity for the business.

Features vs. benefits

Because businesses are empowered by computer programs that allow them to design their own fliers, brochures, and webpages (although I recommend against this), it’s important to remember features vs. benefits.

Features describe something. Usually they describe something about your business or your product.

Benefits are how those features benefit the customer.  Basically, they describe why the customer cares.

An easy way to tell the difference between your company or product’s features vs. benefits can be done with a simple sentence:

  1. Start by naming something about your business or product.
  2. Now, pretend that you are talking to your potential customer and finish the sentence by saying “so you can…” and adding an ending.

Examples (remember you are talking directly to your customer):

  • Our coffee is only made with the freshest beans (feature), so you can be sure that every cup of coffee will be a great sensory experience (benefit).
  • The homes we build are made to withstand hurricane winds (feature) so you can be free of worry because your family will be protected when the next storm comes (benefit).
  • Our lawn tractors last twice as long as any of our competitor’s lawn tractors (feature) so you can save money in the long-term by purchasing one of our lawn tractors even though it is more expensive (benefit).
  • Every plumber that works for us is certified and has a minimum of 10 years of experience (feature) so you can be sure that the problem will be fixed the first time and you won’t have to worry about it again or take another day off work to fix it (benefits).
A photo of Frank Lloyd Wright's famous waterfall house, Fallingwater
“Fallingwater (Frank Lloyd Wright)” by brian donovan, via Flickr Creative Commons is licensed under CC BY-SA 2.0

Features vs. Benefits in Marketing

Your final marketing message doesn’t have to be in that format. It can be delivered in a wide variety of ways, which is where the beauty of good advertising comes in. But, the point that is absolutely critical is that your marketing should focus on them (benefits) and not focus on you (features).

With the constantly increasing number of advertising messages that your potential customers are exposed to every day, in order to stand out, you must speak directly to your customers in a way that resonates with them. You must explain or show them that your product or service benefits them in some way that will motivate them to act.

It’s Not About Your Building!

Going back to our law firm example, this is the biggest features vs. benefits mistake I see a lot of businesses make is to focus on their building (although poor facilities can affect your marketing effectiveness).

If I were advising the law firm, considering that their audience was primarily small business owners at that meeting, I would have recommended that they focused their talk on how their services benefit small business owners by saving them money, protecting their business, etc.  By doing so, they would be focusing on how they can benefit the people in the room and they would have had a much better chance of walking out with some new leads.

Take a Fresh Look

So I challenge you to take a fresh look at your marketing materials and review tapes of your past presentations, and ask yourself if you are talking about features or benefits.  Are you talking about yourself or are you talking about them? Are you focused on what comes after “so you can…” in your marketing? If not, it’s time to start rewriting.

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