Balance the Scales of Features and Benefits

Features and benefits – you can’t really have one without the other – and be honest about what you’re selling and delivering to your clients.

A recent article came across my desk about features and benefits, and making sure you’re sharing the benefits of your product or service. Which I agree is important.

But let’s take a look at the value of features. It’s a balancing act in the creation of your marketing collateral and your sales processes. When the scales are out of balance, you risk turning off your clients and losing sales.

Do your offers have balance between the features and benefits?

Why?

Benefits do matter – you have to clearly demonstrate to your potential clients what the end result is in working with you or your organization. But, people still need to know the components of what you’re offering – otherwise they might think you’re just doing a sales job on them. If  you’re considering buying a product or program, and there’s this huge long list of all the benefits it offers . . . but the actual features that provide the path to those benefits aren’t described well, what does that say?

Know your audience – what is most important to the person/decision maker you are speaking to? For example, men and women may respond differently. Organizations and individuals may respond differently. This is where having your target market profile is key. When you can visualize the person or group you are writing to and know their decision-making factors, it can make a huge difference in all of your copy – web copy, emails, voice mails, autoresponders. I forget where I picked up this point – but it really resonated with me – everything you write (and say) is copy. So take care in what you’re putting out there.

Ultimately – your end goal is to create confidence and inspire action. Your benefits should inspire that action, because that person wants what you have, they want the end results you’re describing. It helps them reconcile their emotional need to buy. But seeing a well-constructed list of the features that will get them to that result – it can help reconcile the logical side that says, “OK. I can see this person has thought this through and is offering the ‘how’ of getting to those benefits.” People want confidence that you know “how” to get them there – your features.

What’s your take? Leave your comments.