Features vs. Benefits: Are You Making This Common Mistake In Your Marketing Efforts?
As an affiliate, network or internet marketer, you want to share the features and benefits of your products with your prospects or audience. You believe in your product or service (or company) and you want to share it with the world because you know it will help them.
A common (and costly) mistake made among marketers is that they confuse features with benefits, rattling off every feature of their MLM company, product or service to their prospects and in the process boring them to death and repelling them.
But remember, people don’t care about your company. They don’t care about your products.
I know that sounds terrible, but the truth is that people are motivated by their own pains and desires. They want to know, “what’s in it for me?”. “How will what you have help me?”
So today we’re going to look at the difference between Features and Benefits:
A feature is an attribute, a quality or factual “thing” about your product or service.
A benefit is the advantage, gain or profit received from that feature.
Here’s an example
Like I stated earlier, networkers often mistakenly use the features of their company and list them as benefits to their prospects. They might say something like “Our company has been around for 20 years and is debt-free.”
Their prospect, meanwhile, is thinking “So what?”
What was stated was a feature. If someone can answer “so what?” at the end, then it’s really not a benefit to them, just a feature that right now doesn’t mean anything to them.
A benefit is tied to the feature, and you need to learn to translate the feature to the benefit for them.
In the same example I just used, the feature is that the company is established and debt-free. The benefit tied to that feature that may speak to your prospect is, “…so, you don’t need to worry about going out of business or being left high and dry by some fly-by-night company because this one has been around and successful for a long time.”
I read a post this morning that a rep made about her cosmetic company. It read, “We have the best-selling mascara that is derived from natural ingredients and never animal tested! How would you like to sell XYZ?”
I have never met anyone who ever said “I would love to sell mascara!”
I don’t think I know too many people who like to “sell” anything (think used car salesman).
This rep stated a couple of features:
1. The best selling mascara and
2. It’s derived from natural ingredients and never animal tested
The benefits are that the product is already high in demand and that you could feel good about using and promoting it.
What if she were to add something like, “so if you’re looking to get into business for yourself, here’s a product that is already high in demand, and you can feel good about using.”
I’m no copywriter but you get the idea…
The very same information in the feature that may be very un-interesting to your prospect can be re-worded as a benefit that speaks to his pain or her desire.
And that is why you can have two people who put in the same amount of effort selling the same product or service; one sells like gangbusters and the other makes zero sales. One understands the importance of effective communication and copywriting while the other does not.
Truth is, even the best of copywriters need a little help with ideas and how to write compelling copy. Do you want to know what they do? They keep a swipe file–examples of great copy they’ve seen that they can tweak and use over and over again.
If you want to create your own swipe file, here’s a free download that includes 17 unique fill-in-the-blank templates and 25 powerful words and phrases you can tweak and use in your copy. You can grab it here.
I hope you found this helpful…
Leave me a comment below and let me know!
All the best,
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