Let’s talk about features and benefits: why should you pay attention to them?
April 17, 2020
Dear business owners, how do you position your brands to attract the attention of your ideal audience?
One of the things you simply need to do is to pay attention to the features and benefits of your products or services.
First, let’s talk about features. What are the features of your products/services?
Features are simply the qualities and characteristics of a product that set the product apart from other products/services. They are factual statements about the products/services that make up the products/services.
Now, let’s talk about benefits. What are benefits?
Benefits are the things your customers gain as a result of purchasing what you are offering. For example, the features of a pack of juice might be bright and attractive packaging, 75 cl, etc. However, the benefits here might be – to offer refreshments, to quench thirst, to unite people, etc. Benefits are what your customers would experience after purchasing from you; the inherent value of that thing.
There are also two types of benefits you need to keep in mind:
Functional benefits: Functional benefits are simply benefits that produce functional utility for the users.
Emotional benefits: However, emotional benefits are benefits that produce a certain kind of feeling.
So why do business owners pay attention to them?
The features of your products/services are important, however, the benefits are what attract people to them. Without talking about the benefits, people don’t understand why they should buy or what is really ‘in it for them’.
As a business owner, it is your job to highlight not just the features of your products/services but the benefits as well.