Why Product Benefits Are More Marketable • esaPRODUCTMANAGER

A product’s features can definitely provide customers with something of value in their day-to-day lives. However, a more marketable approach to selling a product is to focus on its benefits instead. As a result, you communicate with buyers on a different level.

They address emotions

A feature is a factual statement about a product. That is, it refers to a particular aspect of the product that can not be disputed, such as its material, shape, or color.

Although a benefit is based on a feature, it is best be described by how a product improves a buyer’s life. Perhaps it makes things easier, faster, or more fun.

Whatever the case, at its essence, a benefit strikes an emotional chord–meaning that a true benefit can only be experienced by the feeling it produces. Therefore, it is crucial to research and understand your customers’ mindset.

They draw connections

Marketing product benefits by describing features in a way that meets customers’ needs entices interest, and, moreover, gives them a reason to buy. Business consultant Laura Clampitt Douglas explains why this approach is important for sellers to understand:

“When you try to sell the features of your product or service, you’re making the customer do all the work to figure out why they want the feature. It’s in a seller’s best interest to draw the connection for them.”

They promise results

So, what’s in it for them? Do you know?

Related Reading: How to Do Product Market Research More Efficiently

The truth is that customers really don’t care about features, per se. Rather, it’s the end result they’re after; for example, the feeling, the objective, the goal. And thus by focusing your product’s marketing on benefits (that is, end results) you help them get there.

What are your thoughts on this topic? Feel free to leave a comment below!