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
New to Zoho Recruit?
Zoho Developer Community
New to Zoho LandingPage?
Zoho LandingPage Resources
New to Zoho Survey?
New to Zoho CRM Plus?
Deliver unforgettable customer experiences
New to Zoho CRM Plus?
Deliver unforgettable customer experiences
New to Zoho Marketing Plus?
Everything you need to run your marketing
New to Zoho Marketing Plus?
Everything you need to run your marketing
New to Bigin?
Topic Participants
Shaveethira G
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 beverageInbound 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 theThe 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
New to Zoho TeamInbox?
Zoho TeamInbox 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
Design. Discuss. Deliver.
Zoho Show Resources
Get Started. Write Away!
Writer is a powerful online word processor, designed for collaborative work.
Zoho CRM コンテンツ
-
オンラインヘルプ
-
Webセミナー
-
機能活用動画
-
よくある質問
-
Ebook
-
-
Zoho Campaigns
- Zoho サービスのWebセミナー
その他のサービス コンテンツ
Nederlandse Hulpbronnen
ご検討中の方
Recent Topics
Set Warehouse based on Vendor
Greetings. I would like to set automaticaly the Warehouse based on the Vendor. Context: I am working on an adaptation of a Purchase Order to be used as a Quotation. I have defined that when a user has to raise a quote the Vendor will be "PROCUREMENT" I would like to set the Warehouse to a predefined value when "PROCUREMENT" is set as Vendor. I have tried to do with the Automation feature using the Field Update option, but Warehouse does not is listed as a field. Can you help? Thanks in advance.Printing from Zoho Creator hosted on my own server to printers hosted on my clients local network
Hello. Fairly new to Zoho Creator and looking for best options to be able to print from my application hosted on my own server to any printer hosted on my clients own local network. Any advice is welcome. Thank you.Add System Pre-Defined Lookup Field to Subform?
Hi there! New to using Zoho, so this may already exist, but I'm having trouble figuring it out. Is there a way to get the system pre-defined Account Lookup field (in our case, renamed to Company Name), as the starting point for a subform? In our company,Numbered / bullet point List in Zho Cliq
Hi, is there a way to format chat messages in Cliq like this Topic 1 Hey, I finished this project yesterday etc... Topic 2 I am still working on this etc...Cannot Access Subform Display Order in Deluge
As highlighted in this community post, we still have to deal with the significant limitation of not being able to access the user-sorted order of subform rows through Deluge. This creates a major disconnect between the UI capabilities and backend automation,How many groups in Zoho Mail can I make?
I'm currently on the free plan, which has a limit of 10 users. Does that limit includes groups too? If not, what is the limit for groups? Thanks!Feature Suggestion for Zoho Social: Auto-reply to Comments or Keywords
Hi Zoho team, I'd like to suggest a very specific feature that would be extremely helpful for customer engagement: the ability to automatically send a reply to comments on posts — either all comments or those containing specific keywords. For example,Already have Zoho account. Not letting me log in
I already have a Zoho account that is associated with my Google email and my phone number. Even though I'm already logged in to Zoho, when I click on the mail icon to access my email, it takes me to the pricing page. When I click on the free option, itZOHO Mail App Not working
There seems to be an issue with Zoho Mail App today. It is not connecting to server, internet is working fine, tried uninstalling app and reinstalling, loading circle keeps spinning round. Is there an update on the way?facing error 550 5.4.6 while sending emails
Please help me fix this issueAllow Itemization for Recurring Expenses
For whatever reason, one cannot itemize a Recurring Expense. This capability should be added. The use cases to support this are largely the same as what they were to allow for itemization in Expenses. Anything that would need to be itemized for a regularZoho reply to not working. just reply to my self
Hello. i using on my wordpress website a contact form from Wsform. i can set the reply to email there. normally it works. but since i am using your wordpress plugin zoho mail it doesn`t work. its not using the reply to (email from customer). I just canCan't receive any email from other platform
Hello,everyone, i'm just join zoho and create two email accounts for my own business. I was using it to get a verified email from stripe, but can't receive it. and I use my private gmail account to send test email twice, first time show below reply, butYour Incoming has been blocked and the emails will not be fetched in your Zoho account and POP Accounts
Can some on help me regarding our account . thank you so muchZoho Creator integration with Sage 50
Hi, Wondering if anyone has had any experience connecting Zoho to Sage 50 and could share any information on this matter. Thank you.Conditional Email Forwarding
How can I set conditional email forwarding of the users? For example: Mail should be forwarded to a address only if it comes from a particular sender. So, I want such email forwarding, which forwards mails based on particular conditions, like the incomingIncoming emails not appearing in Inbox
Hello, I have an issue with incoming emails sent from my website (domain: h2ostop.si). Emails are visible in the Sent folder, which means they are successfully sent through Zoho SMTP, but they never appear in my Inbox. Nothing arrives in Inbox, Spam,Email Opt Out Question
Has the problem where if a customer is emailed opt out prevents you sending standard emails? For me this feature is simply to stop any email marketing and should not block people from receiving emails via Zoho mobile, which makes no sense.Can No Longer Access Zoho Email Accounts from iPhone or iPad Apple Mail Apps ,.
Keeps asking for password, Says ID or password incorrect. Tried creating a new app specific password. Same result. Is this possibly related to the server maintenance. Have verified all email settings, userid and password. This has worked for years untilLatest update caused issue in using marathi typingzoho
With latest update now marathi typing does Not work in zohonotebook. I preferred zoho over other because it was supporting marathi font without any distortion.. But after new update,keyborad simply does not workLogin verification emails never received.
I can't login to my account. You send a verification email, but it never arrives. This is a common problem, frequently caused by some relay point out there classifying the sender as a spammer. Is there anything I can do to bypass this? Maybe get a textGlobal lists for Multi select
It would be great if I could select a global list to use for a multi select dropdown filed.Yahoo is rejecting e-mails sent from a Zoho server
Diagnostic-Code: 4.7.0 [TSS04] Messages from 136.143.169.51 temporarily deferred due to unexpected volume or user complaints - 4.16.55.1; see https://postmaster.yahooinc.com/error-codes Remote-MTA: dns; mta5.am0.yahoodns.netYahoo blocks e-mail sent from Zoho servers
Getting this for a bunch of Yahoo addresses. Do you know if some of your servers got blacklisted? Diagnostic-Code: 4.7.0 [TSS04] Messages from 136.143.169.51 temporarily deferred due to unexpected volume or user complaints - 4.16.55.1; see https://postmaster.yahooinc.com/error-codesWorking with dates and Function Field
Hello friends! I'm trying to add days to a date, however the field function will always shows 00:00:00 after the resultant date. How can I display only the date, whithout the time? toDate(input.request_date.addDay(input.Prazo_acordado),"MM,d,yyyy") The code above will result something like "11-Feb-2020 00:00:00", but I want to display only "11-Feb-2020"What's New in Zoho Analytics - November 2025
We're thrilled to announce a significant update focused on expanding your data connectivity, enhancing visualization capabilities, and delivering a more powerful, intuitive, and performant analytics experience. Here’s a look at what’s new. Explore What'sUnable to send message;Reason:550 5.4.6 Unusual sending activity detected. Please try after sometime.
Please help my account got blocked automatically, can you help me how to avoid it? Thanks so muchtemporary system errorlouis
J'essaye d'envoyer des mails avec mes 2 adresses mail qe nous avons sur le compte arthur@lepunch.fr et louis@lepunch.fr mais j'ai toujours le message temporaire system error, je reçois les mails mais impossible d'en envoyer a qui que ce soitHow to Cancel/Delete Queued Mail Merge?
Hi. I just tried to do a mail merge before realizing there's a limit on number of sends. I accidentally sent one of my lists twice, and all of those emails are currently queued. Is there any way to cancel or delete a queued mail merge? Would love to beSOLVED: Stopping Multiple Invitations when sync with Google Calendar
I wanted to share this solution as I wasn't able to find it when searching through the Zoho community and via web search. The issue: When requestor books a meeting through Zoho Bookings, the requestor receives a confirmation email from both Bookings andNeed to add a new admin for my domain
Hello Zoho Support, I am the owner of the domain localeistanbul.com. The current super admin account (admin@localeistanbul.com) is not accessible. I do not want to reset or delete the existing account because I need to keep all existing emails. PleasePossible Fraud Site.
Hello. I received a text with the sender's name as zoho, claiming that my account was at risk and that I should sign in at https://verify.zohomails.ru/signin to verify my account. I signed in on the web address above, and a few days later someone hackedZoho mail to Teaminbox
Hello, We're searching for new mail program. Now I'm testing a bit with zoho mail and team inbox. My findings in the research: Pop mail throught zoho mail is almost instant. Any pop or imap via external provider takes a couple minutes to 15 minutes beforeCrear tarea CRM con recordatorio desde Zoho Flow
Hola, estoy intentando crear desde Zoho Flow una tarea en CRM. Lo he logrado hacer pero sin recordatorio, ya que no se como se debe escribir el string adecuado. He probado varias alternativas, pero ninguna me funcionó hasta ahora. - FREQ=NONE;ACTION=EMAIL;TRIGGER=DATE-TIME:${FechaVto}Inquiry Regarding Automated Assignment of Zoho TeamInbox Messages using Zoho Flow and Deluge
Hello, Our company is currently using Zoho TeamInbox, and we are interested in automating the assignment of responsible parties using tools such as ZOHO Flow and Deluge. Is it possible to achieve this? Allow me to provide more details. Currently, whenMultiple clients in one project
Hi team, What is the possibility to have more than one client to be linked for one project in the Zoho Books? Our business model is to have a project, and this project have expenses/bills, as well, we issue invoices for this same project to several customers.Upgrade Zoho Desk Agent-Side Answer Bot to GenAI
Hello Zoho Desk Team, We hope you're doing well. Following the recent announcements and rollout of the GenAI-based Answer Bot in Zoho SalesIQ (Nova '25), we’d like to formally request a similar upgrade for the Answer Bot used by agents inside Zoho Desk.Marketers' Space: The importance of warming up your sender domain
Hello Marketers, Welcome back to yet another post! Today, we'll talk about why warming up your sender domain matters. Imagine you've recently started a business and want to share the news with your customers. You've designed a great email campaign usingAn Exclusive Session for Zoho Desk Users: AI in Zoho Desk
A Zoho Community Learning Initiative Hello everyone! This is an announcement for Zoho Desk users and anyone exploring Zoho Desk. With every nook and corner buzzing, "AI's here, AI's there," it's the right time for us to take a closer look at how the AISearch Just Got Smarter in Notebook
Hello there! Introducing Our New & Improved Search Experience! We heard your feedback! Many of you shared that our previous search had some challenges like • Inconsistent results across different clients • Limited accuracy in finding the right contentNext Page