Why you should focus on benefits of your product not features

Let's discuss a few reasons why you should focus on the benefits of your product rather than its features.

- First of all, what's the difference? What's the difference between a product's benefits and a product's features?

- It's a subtle thing to say. The easiest way to get at it is simply to think of the word "benefit" and its implications, and the word "feature" and its implications. A benefit benefits-it brings comfort, aid, assistance, it makes life easier, it does part of your job for you, etc. A feature, on the other hand, can mean anything-a feature of something just means a part of that thing that's more or less unique to it. In other words, a feature of something can be a benefit AND/OR otherwise-thus the importance of focusing on benefits. Let's get in a little closer here.

- Let's say you're selling an alarm clock. It's a new alarm clock, you want to get the word out. One of the unique things about this alarm clock is that, say, it allows you to individualize your alarm as you individualize your cell phone ringer. You can choose from a list of songs, sounds, etc., whatever works best for you.

- Now, if you were to describe this as a "feature," you'd say-"Wow! This alarm clock allows you to individualize your alarm! You can choose from over nine thousands songs and sounds! Etc." Describing it as a "benefit," on the other hand, would mean something more akin to this-"The neat thing about this alarm clock is that it allows you to wake up peacefully and cheerfully in the morning because you've chosen peaceful and cheerful music and sounds etc.-for you."

- The distinction is a subtle one, but vitally important. Using benefit language describes how a product will help someone, heal them, keep them from harm. Using feature language simply describes a thing that may or may not do the above.

- When thinking of benefit versus feature language, start with your specific product or service in mind, whatever it is. Maybe get your entire marketing team together and explain what it is that you're attempting to do. Make a list of all of the benefits of your product or service-write them on a whiteboard, whatever. Remember, you're focusing on benefits rather than features. This will lead to broader thinking on your part. Usually, a thing's benefits will greatly outnumber its features, as its features will perform a multiplicity of duties.

- When you've really brainstormed and thought of as many benefits of possible, start thinking of ways in which you could present those benefits to the public without taking too much time. It's not an easy thing to do! The reason that most businesses fall into the trap of using feature language is that it's a lot easier to write for commercials, advertisements, etc. Or it seems that way, anyhow. But with a little effort it could be just the opposite. Using benefit language in a commercial could come just as naturally as using feature language, and meanwhile you'd be getting your money's worth for the commercial.

- Brainstorming, teamwork, etc., are an important part of this important process. The more mouths, the more brains, the more views, the better. The ways of approaching a product's benefits really are endless. There are all sorts of approaches, and the best way to tap into these approaches is to get all sorts of personalities involved. But even if it's just you and a partner, even if it's just you, the skill of using benefit language rather than feature language is right within your grasp.