The ideology behind why features tell, but benefits sell

The ideology behind why features tell, but benefits sell



Do you think there's any truth to this? Do features only tell, and benefits sell?  Well, let's see why we should focus on benefits rather than features as the great marketing wizards, David Ogilvy and Steve Jobs proved to be the best examples leveraging this method. 

Features vs Benefits



As you know, features describe the attributes of a product or a service. It answers the “What" - exploring the functionalities and persuading prospects about what it does. On the other hand, benefits sell the result. It explains the “Why" - focusing on the result 'that customers' yield.

When pitching a product, getting a little obsessed with the product's features, and explaining it in detail is natural. And we're not saying it's wrong to position the features that distinguish your product from your competitors. But before that, it's important to think about what end-users want. Everyone is looking for simple solutions that could solve problems, and make things better. Benefits convince the users to listen to your pitch, as it is more focused on providing them solutions to their business problems.

So, where does the feature description fit in your narrative? Once convincing your audience about the benefits, showcasing the features intrigues and engages them. Let's assume you are looking for better ways to store and automate your customer information. You find a descriptive blog suggesting efficient ways to manage your leads data. It also gives a footnote about how a CRM could solve your problem. Now that you've got the solution, you start to compare different CRM solutions and their features to see which best fits your business. It applies to your target audience as well. By first convincing your audience briefing the benefits and then leveraging the features closing a deal proves to be an agile method to win more sales.  

Feature and benefits of iPod



In 2001, Apple launched its iPod, the mp3 song player that changed the way we listened to music. Steve Jobs introduced the iPod as, "1000 songs in your pocket". Had he emphasized more on the feature stating, “We are presenting iPod - the largest storage, mp3 digital media song player", it wouldn't address the "Why', and it wouldn't have caught the imagination of the consumers the way it did. The pitch rightly positioned the benefit, making the product a huge success. More than 400 million iPods sold and transformed Apple into one of the most valuable companies in the world. 

How to reposition features as benefits?

So far, we understood the importance of prioritizing benefits over features. Now, we will see how to transform features into benefits. 

'Talk' to your customers through your writing

 “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular” - David Ogilvy.
​
The father of advertising, David Ogilvy was one of the most successful advertisers during the 60s. His notions regarding marketing and advertising played an incredible role in promoting big brands, and are relevant to this date. He emphasized that understanding your customer pain points helps you to talk the way your customers talk. When you identify their problems, you can easily draft content that is more relatable to them. It addresses their needs. When you tailor your content to your customer's pain points, you wouldn't have to chase after them, they will come to you. To identify their challenges, here are some platforms you could explore:

Market survey - By surveying your target customers, you directly interact with them to find out what is lacking and how you can slide in the gap.

Review sites - Your own user community site and other relevant review sites like Yelp, Trip Advisor, and Am  track customer complaints. 

Social media - Social media is a powerful tool to draw public’s attention. Perform social listening to check if there are any customer complaints about your competitors. 

Keeping a tab on some of the platforms mentioned above will help you to understand your customer pain points and lets you optimize the sales pitch that best resonates with them. Gathering this data is only the first step. Deep analysis into niche areas using these data points enables you to profile and pitch to your customers better. 

Ask so what

To 'talk' to your customers through your writing, just ask, "So what?",  a simple yet powerful question that flips your features into benefits. This strategy aids in simplifying the content and answers the purpose of the product. Let’s see some of the examples:

Mp3 song player with 5 gigabytes storage
So what?
1000 songs in your pocket

SEO page optimization
So what?
Rank first in google
 
Portable wireless BlueTooth speaker
So what?
Carry the speaker anywhere you go
 
1.5 ton, 3 Star spilt AC
So what?
Bring Antarctica to your room
 
Analog, water-resistant watch
So what?
Be playful without removing your watch

When your content passes the 'so-what' test, it indicates that your draft is customer-friendly and focused. Feature or benefit is not the dispute. Both should be used wisely to craft a selling content. 

    Access your files securely from anywhere








                            Zoho Developer Community



                                Bootcamp
                                Community
                                Pricing
                                Webinars
                                What's New
                                Integrations
                                Contact Support
                                Contact Sales
                                  Zoho Survey Resources
                                    Features
                                    Survey Templates
                                    Integrations
                                    Community
                                    iOS Mobile Surveys
                                    Pricing
                                    Android Mobile Surveys
                                    Insurvey Blogs
                                    Insight Blogs
                                    Tips & Tricks





                                                Latest Feature Updates

                                                  • Desk Community Learning Series


                                                  • Digest


                                                  • Functions


                                                  • Meetups


                                                  • Kbase


                                                  • Resources


                                                  • Glossary


                                                  • Desk Marketplace


                                                  • MVP Corner


                                                  • Word of the Day


                                                  • Ask the Experts




                                                      Zoho SalesIQ Resources

                                                            • Sticky Posts

                                                            • 10 simple e-commerce marketing tips to boost sales

                                                              Congratulations! You've finally set up that e-commerce store you've been thinking about for a long time. Hopefully it wasn't too difficult. Even if it was, the effort will be totally worth it when you start seeing some orders come through. Now that the store is live, let's take a look at some marketing tips you can apply for sales growth. 1. Avoid cart abandonment If you've ever shopped online, you might have added a product to the cart but then decided not to purchase it. This is known as cart abandonment.

                                                            • Marketing in a post COVID-19 world!

                                                              Consumers across countries are increasingly spending more time on a wide variety of digital activities, right from online grocery shopping, to video conferencing, to tele-medicine. There is a good chance that you performed one or more of the following activities during this lockdown, thanks to COVID 19: Cooked a meal Made a TikTok Video Signed up for a remote learning session Consulted a doctor online (or ordered medicines online) Shopped for groceries online A study by Hunter, a food and beverage

                                                            • Inbound Marketing 101: The Foundational Blocks of Inbound Marketing Strategy

                                                              According to a behaviour survey, 68% of the buyers use sources such as blogs to evaluate the product even before considering it. Before buying a product, we do a lot of research to learn more about the product through communities, blogs, social media,

                                                            • How Zylker doubled their webinar registrations!

                                                              Webinars are good educational resources to gather qualified leads for your product. But what if your visitors are dropping off from your webinar landing page without signing up? What more could you do to convert visitors into registrants? This is the

                                                            • The ideology behind why features tell, but benefits sell

                                                              Do you think there's any truth to this? Do features only tell, and benefits sell?  Well, let's see why we should focus on benefits rather than features as the great marketing wizards, David Ogilvy and Steve Jobs proved to be the best examples leveraging


                                                            Manage your brands on social media
                                                            Access Zoho Social

                                                              Zoho Pagesense Resources


                                                                  Zoho TeamInbox Resources

                                                                    Zoho DataPrep Resources


                                                                      Zoho CRM Plus Resources

                                                                        Zoho Books Resources


                                                                          Zoho Subscriptions Resources

                                                                            Zoho Projects Resources


                                                                              Zoho Sprints Resources


                                                                                Qntrl Resources


                                                                                  Zoho Creator Resources



                                                                                      Zoho CRM Resources

                                                                                      • CRM Community Learning Series

                                                                                        CRM Community Learning Series


                                                                                      • Kaizen

                                                                                        Kaizen

                                                                                      • Functions

                                                                                        Functions

                                                                                      • Meetups

                                                                                        Meetups

                                                                                      • Kbase

                                                                                        Kbase

                                                                                      • Resources

                                                                                        Resources

                                                                                      • Digest

                                                                                        Digest

                                                                                      • CRM Marketplace

                                                                                        CRM Marketplace

                                                                                      • MVP Corner

                                                                                        MVP Corner









                                                                                          Design. Discuss. Deliver.

                                                                                          Create visually engaging stories with Zoho Show.

                                                                                          Get Started Now


                                                                                            Zoho Show Resources

                                                                                              Zoho Writer

                                                                                              Get Started. Write Away!

                                                                                              Writer is a powerful online word processor, designed for collaborative work.

                                                                                                Zoho CRM コンテンツ



                                                                                                  Nederlandse Hulpbronnen


                                                                                                      ご検討中の方




                                                                                                              • Recent Topics

                                                                                                              • Note sync turn off

                                                                                                                Hi, Is it possible to turn off notes sync between task notes and the parent module? (Account/Deal)

                                                                                                              • Basic Plan Active but Survey Creation Still Limited to 3 Surveys

                                                                                                                I have an active Basic (Monthly) subscription (valid period: Dec 24, 2025 – Jan 24, 2026), but the system still limits survey creation to only 3 surveys, which matches Free plan behavior. The subscription appears active in Portal Information, however

                                                                                                              • 2025 in Review: Powering Field Services Forward—One Feature at a Time

                                                                                                                As 2025 draws to a close, it’s time to pause and reflect on a year of meaningful progress at Zoho FSM. This year was all about listening closely to our customers and partners, building with purpose, and continuously improving the way field service teams

                                                                                                              • API Support for Creating Invoices with Batch-Tracked Items

                                                                                                                Hi Zoho Community, I am working on an integration where we create invoices in ERPNext and push them to Zoho Books. I need to send batch-tracked items (batch numbers) when creating invoices. I could not find any reference in the Zoho Books API documentation.

                                                                                                              • New to automation - please help

                                                                                                                Hi there! We are new to automations in Zoho. We built out one automation campaign and it seems to be firing off for some people but others not. Please advise what's the best practice or if anything we should tweak. Thank you so much!

                                                                                                              • Unable to Create Zoho Booking via the Book Appointment API

                                                                                                                Its giving the below error {     "response": {         "errormessage": "Error setting value for the variable:customer_details\n null",         "status": "Error"     } } Request: POST Url: https://www.zohoapis.in/bookings/v1/json/appointment attached Zoho-oauthtoken

                                                                                                              • Task Details on task template

                                                                                                                When creating a task template in settings that task details seem to be missing. Is it not possible to set the details of a task, such as the priority, type, reminder settings, and custom field values?

                                                                                                              • Building Toppings #3 -Testing and publishing Bigin toppings

                                                                                                                Hey Biginners! In previous forum posts, we discussed what a Bigin topping is and explored the Bigin Developer Console's features. In this post, we're going to create a topping from scratch and discuss how to test and publish it. Our topping will automate

                                                                                                              • markdown files?

                                                                                                                How can I import a markdown file into a note?

                                                                                                              • Mail to Zoho Notebook

                                                                                                                In the Instuctiosn I faound as email add@notebook.app In my account I see add@eu.notebook.app What is correct please

                                                                                                              • Auto-Invite Users to Portals in Zoho CRM based on Conditions

                                                                                                                Hello Everyone, You can now automate portal invitations in Zoho CRM with the new Auto-Invite users feature in Portal management. No more manually enabling portal access one by one. With this enhancement, you can automatically send invites for users to

                                                                                                              • Growth You can Count On: Zoho Billing's 2025 Journey

                                                                                                                As we wrap up 2025, we’re reflecting on a year rooted in steady progress and meaningful growth for Zoho Billing. Every enhancement we have introduced was built to support scalable and reliable billing growth for your business. From launching the Enterprise

                                                                                                              • Need help with creating workflow with Bigin and Clickup

                                                                                                                Can you please help me with this? I am trying to create a workflow in Zoho Flow wherein a bigin Pipeline deal moves to Decision Closing, it will create a task and subtasks in Clickup, under the condition/filter that the Deal name contains the word Social

                                                                                                              • [Webinar] Automate generation of wills, trusts, POAs, and other estate planning documents with Zoho Writer

                                                                                                                Managing the lifecycle of the estate planning documents such as wills, trusts, and POAs, from client intake to final storage, can be complex and time-consuming. Join our live webinar to learn how Zoho Writer transforms this process by automating document

                                                                                                              • Create / Update Rule in TeamInbox when record is updated in ZohoCRM using flow?

                                                                                                                I'm currently evaluating options and trying to work out if the possible scenario is possible; If a record in ZohoCRM is updated, take 2 of the fields from that - lets call them 'OrderRef' and 'OrderTo'. Using flow, if a record is added or updated, add

                                                                                                              • Plans to allow more columns of monitoring, and monitoring not only your own channels?

                                                                                                                Are their any plans to allow more columns of monitoring, and monitoring not only your own channels? Here's why - I'm sure I'm not alone in that we sell other brands products, so not only am I interested in my own brand social channels, but also the social

                                                                                                              • Unwrapping the best practices for the Zoho Desk mobile app: Part 1

                                                                                                                In focus: Empowering the field and frontline customer support representatives Imagine having to carry your computer everywhere to respond to customers, handle escalations, and update your process. This series presents you with efficient tips to handle

                                                                                                              • dealing with post dated cheques

                                                                                                                Hi, can you help me please the best way to deal with this We sell an item of three months duration that is paid for with post dated cheques in monthly stages example - item is sold £3000 Cheque 1 is for £1000 due at time of sale (say Sept) cheque 2 is dated 25th of next month (Oct) cheque 3 is dated 25th of next month +1 (Nov) Now, with invoice number one it's simple - i send a standard invoice as usual But with the other two here's what i want zoho to do next month i want it to send an invoice on

                                                                                                              • Is there a way to sell in a practical method multiple subscriptions of the same product? i.e. domain names

                                                                                                                In evaluating Zoho Billing, a hurdle to adopting it is that Zoho Billing does not seem designed to support businesses that sell multiple subscriptions of the same product. In our case, we need to sell and manage several domain names per client. Am I right

                                                                                                              • Paid Support Plans with Automated Billing

                                                                                                                We (like many others, I'm sure) are designing or have paid support plans. Our design involves a given number of support hours in each plan. Here are my questions: 1) Are there any plans to add time-based plans in the Zoho Desk Support Plans feature? The

                                                                                                              • Bug Report: "Name A-Z" sorting fails when Note titles start with an Emoji

                                                                                                                Hello, I recently migrated from Evernote (~2600 notes across 23 notebooks). I use emojis at the start of my note titles for visual organization. The Issue: When I set the view to Sort by: Name (A to Z), the sorting logic breaks for any note starting with

                                                                                                              • Copy & Paste not working

                                                                                                                I could create and save 10 new documents but when I go to copy and paste content (just text) into them, only 1 of 10 would save the content. It would appear to save the content but when I go back into the documents, they are empty.

                                                                                                              • Currency for Petty Cash

                                                                                                                Currencies for Petty Cash should be available

                                                                                                              • editing/applying online payments

                                                                                                                We have customers who pay part or all of an invoice and then cancel their service and want the payment as a credit to future work. It would be ideal if we could make it an excess payment and then void the invoice. I can't make it an excess payment because

                                                                                                              • Contacts per department

                                                                                                                Hello, Is it possible to limit Contacts to a Department? Thanks

                                                                                                              • This site can’t be reached mail.zoho.com took too long to respond

                                                                                                                In my office at any system, we couldnt able to login zoho email. it shows " This site can’t be reached mail.zoho.com took too long to respond". please fix it soon.

                                                                                                              • Can send email from zoho mail, but can't receive any.

                                                                                                                Hi, My domain is sattvameditationresort.com. I've updated MX records with those of Zoho. But i can't send any mails to this email id from gmail. I have checked the MX status with MXTOOLS, its showing the correct entry either. The error is as shown below:

                                                                                                              • My domain did not activate

                                                                                                                Hi, my domain (apsaindustrial.com.ar) did not activate, and the phone verification message never arrived. Please would you solve this problem? Thanks.

                                                                                                              • Host not found?

                                                                                                                Howdy! So i'm trying to add my custom domain for with the mail server. I have 100% control of my DNS and have tried every single option (TXT, CNAME, and even HTML) multiple times, ensuring i did it properly, to no luck. I get the same error message every

                                                                                                              • Emails are going to notification folder and not in inbox

                                                                                                                emails are going to notification folder and not into inbox

                                                                                                              • Auto End Chats After Customer Inactivity

                                                                                                                Hello Everyone, I may be missing something, but is there a way to auto-end chats when a customer has been inactive for an amount of time? I have several operators (we use a shared set of account with schedules for people... that's another story) but at

                                                                                                              • Report on opportunities showing only the last note added.

                                                                                                                Hi I need to create a report that shows the most recent note added to each opportunity. This is so management can see what the latest update is according to the assigned salesperson. One workaround is to use the status field but this implies added manual work and mistakes as the salesperson would have to copy the existing status to a note before adding the latest status... otherwise the activity history would be lost. My current workaround is a report on Notes with Opportunities as the related module.

                                                                                                              • Please add Zelle as an online payment option

                                                                                                                Hello, I would like to request Zelle be added to the online payment service providers for Zoho Invoice. Considering how ubiquitous Zelle has become as a way to pay people via the major banking institutions, I feel like many freelancers would benefit from

                                                                                                              • Getting Project Template List using the REST API

                                                                                                                I am trying to confirm that I can use the REST API to create a project using a project template. The API documentation indicates this is possible by providing the Template ID, but it is not clear at all how to get a list of available Project Templates

                                                                                                              • How to display the CONTACT ID in the Contact page

                                                                                                                Hi, I've seen this conversation below and it is exactly the same question I'm raising now, but unfortunately the last message is not solved https://help.zoho.com/portal/community/topic/show-contact-id-while-editing-contact-form I need to show the ContactId and I don't know how to do this. The last message included in the conversaton shows the way but not it is not completed. "I am sorry by default we do not have the option to show the record ID for the contacts in the field in a record. When you

                                                                                                              • How to change margins in templates

                                                                                                                Hi, I'm new to Zoho Campaigns, and am trying to figure out how to adjust the margins within an email template.  The default margins make the text go all the way to the edges of the page.  Please advise.

                                                                                                              • Create Canvas list view templates from images powered by Zia

                                                                                                                Currently available for all paid editions of Zoho CRM in the US, EU, IN, JP & CN DCs. Designing a personalized CRM interface just got even easier. In today’s fast-evolving digital landscape, AI is transforming the way we work by automating complex tasks

                                                                                                              • Painfully Slow Zoho mail

                                                                                                                Since yesterday Zoho Mail seems to have starting functioning very slowly and having a few bugs. It's slow to open mails, slow to send, slow to change between email accounts. Sometimes clicking on a particular folder (eg Sent folder) stops working and

                                                                                                              • "Wrong password or login" Problem to configure Zoho on MAIL App on my Macbook

                                                                                                                Hi, I'm having problems to configure my e-mail on my MAIL App(Macbook pro). My e-mail is hari@trespontoum.net Actually was working perfectly, and still working on my Iphone. My MAIL App prompt me that my login or password is wrong. I tried to change 3

                                                                                                              • "User already exist in your org"

                                                                                                                Hello, I've just read a discussion about this issue, which didn't solve my problem. I'm trying to add the following emails: sales@kiss-my-boutique.co.uk returns@kiss-my-boutique.co.uk orders@kiss-my-boutique.co.uk I'm getting an error message each time I try and add them. None of them are primary or secondary emails and none of them have been created as users before. I know this as when I try and login and do 'forgot my password' all I get is an error message saying 'user invalid'. Please advise.

                                                                                                              • Next Page