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. 

• 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 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

• Recent Topics

• Admin Logging in as another User

  How can a Super Admin login as another user. For example, I have a sales rep that is having issues with their Accounts and I want to view their Zoho Account with out having to do a GTM and sharing screens. Latest Update (27th April 2026): With the early

• ChatGPT Plugin / MCP Server auth error

  Hi all I'm trying to connect the ChatGPT plugin for Zoho CRM but after username stage of the auth process, I get this error. {"error_description":"Invalid request url, Request is not as per defined in oauth metadata.","error":"mcp_error"} I've tried in

• Open Records in a New Browser Tab

  Hi FSM Team, Just a suggestion: It would be helpful to have a right-click → Open in New Tab option in FSM, similar to CRM. This should ideally work for any clickable record or module, allowing users to open multiple records in separate tabs without losing

• Dashboards for Customers

  Is it possible to build dashboards for each customers in the community for their tickets?

• Project Management Platforms for AI Agents: What Matters Most?

  Zoho Projects is already going beyond basic AI assistance with MCP, AI Bridge, and integrations that let AI models access project data and perform actions. That raises an interesting question: what should a project management platform for AI agents actually

• Cannot add note to record on mobile

  In the latest version of the mobile app - if a record already has notes associated with it - you can add a note via the mobile app - if a record does not have previous notes there is no way to add a new one - it allows me only to send email

• Custom color coding for your entities

  Our brains are fine tuned to recognize colors before any text or shapes, making color coding a powerful tool to organize data and find items quickly. Color coding of our day-to-day work help with quickly processing the information, reducing cognitive

• The Social Wall: August 2026

  Hello everyone. Welcome to the August 2026 edition of The Social Wall. This month, we're bringing you updates that make it easier to reach your audience, manage more channels, and streamline your publishing workflow. Here’s what’s new. WhatsApp bulk messaging

• Check out in Meetings

  Why there is no check out in Meetings of Zoho CRM, very difficult to track

• How do I get to "Admin Panel"

  I just started a Cliq account. I am the sole administrator. As I read the documentation, I keep seeing reference to an "Admin Panel". I see no way to access this from my Cliq account. How do I access this panel?

• 【初開催！ オンライン】Zoho Campaigns メール配信の基礎・活用勉強会を開催します！ 10/15 参加無料

  ユーザーの皆さま、こんにちは。 Zoho コミュニティグループの中野です。 Zoho ユーザーコミュニティ初となる、メールマーケティングをテーマにしたオンライン勉強会を開催します！ ▶︎イベント詳細・参加登録はこちら 今回取り上げるサービスは「Zoho Campaigns」です。 「Zoho CRMとZoho Campaignsのどちらからメールを配信すればよいか分からない」 「一斉配信はできるようになったけれど、現在のリスト管理や設定が正しいか不安」 「メールを送るだけで終わり、配信後の改善につなげられていない」

• Lookups and Custom Modules

  I created a Custom Module that I'm calling "Item Purchasing Group". This module will store information for groups of Items that must be purchased together (including minimum overall quantities and/or values, etc.). This will have a one-to-many relationship

• Marketing Tip #46: Run flash sales the right way

  A flash sale can do a lot for your store. It can clear slow-moving inventory, spike revenue on a slow day, or reward your most loyal customers. But if done carelessly, flash sales can backfire. Customers start expecting discounts, stop buying at full

• Introducing Smart Fields in Zoho Forms

  Hello form builders! We are excited to introduce Smart Fields in Zoho Forms - a faster way to add calculations to your forms without writing formulas. Instead of creating multiple fields and configuring complex calculations yourself, you can now drag

• Checkbox not displaying correctly in subform

  Greetings: I have shared my app (wv) with support.  I am having problems with a checkbox field not displaying correctly in a subform.  The main form is called volunteers and the subform is called volunteers_subform.  The field in question is called roles. When you access the subform by itself the checkbox lookup displays as checkboxes.  But when you view it in the main volunteers form, it displays as a multi-select dropdown instead.   I have attached jpegs showing the difference.   Any thoughts?

• Unbundle feature for composite items

  We receive composite items from our vendors and sell them either individually or create other composite items out of them. So, there is a lot of bundling and unbundling involved with our composite items. Previously, this feature was supported in form

• The reason I switched away from Zoho Notebook

  My main reason for switching to Zoho was driven by three core principles: moving away from US-based products, keeping my data within India as much as possible, and supporting Indian companies. With that intent, I’ve been actively de-Googling my digital

• Valid characters for use in email addresses using Zoho's apps/APIs

  We have found an issue with the + sign character in zoho subs - we are allowed to create a customer with an email address that has a plus sign but the API doesn't allow the + so the billing portal is not created. We are going to prevent users from using

• Expand Zoho Analytics Spatial Capabitlities

  Dear Analytics team Thanks for the great product - I'm a big fan on Analytics and the monthly release highlights is one of my favourite emails to receive. I'd like to request expansion and improvement of Zoho Analytics spatial data capabilities, namely:

• Automate customer follow-ups with Sequences in Bigin

  Greetings, We hope you're all doing well! We're happy to announce a new feature that we've added to Bigin. Following up with every lead at the right time can be challenging, especially when your team is managing multiple conversations across emails, calls,

• Displaying only unread tickets in ticket view

  Hello, I was wondering if someone might be able to help me with this one. We use filters to display our ticket list, typically using a saved filter which displays the tickets which are overdue or due today. What I'd really like is another filter that

• Adding Custom Status Options in Work Order Action Menu

  Hello FSM Team, We would like to inquire if it is possible to add more custom options in the Work Order action/status dropdown (e.g., Cancel, Terminate, Non-Billable, Void, etc.). Currently, the available options are limited, and we are unable to customize

• Can we have an automated TDS Receivable Recon with Form 26AS of Income Tax Portal ?

  Can we have an automated TDS Receivable Recon with Form 26AS of Income Tax Portal ?

• Tag Limi?

  is there any way to create more than 20 tags? 

• prefill_data for Creator + Merge & Sign

  Hello, Is there an option to use prefill_data for signer fields from creator? I see the option for CRM but it will not work with creator? I have tried passing the value in the signer data, and that also does not work. Alternatively, is there a way to

• Delug script

  I have been looking at auto-update a amount (home currency) field from another module. Zoho native multicurrency was used in the other module (we have 4 here). Custom script was input with no error, but the field was not updated on trigger. Script as

• Can I Build a Gaming Website Using Zoho? Need a Quick Roadmap

  Hi Dear Members, I want to create a gaming website using Zoho. Is it possible? My goal is to build a sleek, unique, easy-to-navigate, and fast-loading website for a gaming project. I want the site to look professional, user-friendly, and optimized for

• Remove Due Date from Statements

  Is it possible to remove the Due Date on the Invoice transation line on statements? I have figured work arounds to get the Invoice detail on the Statement but cannot work out haw to simplify the stament by removing the "- due on xx/xx/2026" - it really

• What Should an Agent-Native Project Workspace Look Like

  AI is moving beyond assistants that simply answer questions. With tools like MCP, agents can now interact directly with project data and perform actions. That makes me wonder: what should an agent-native project workspace actually look like? For me, it

• unable to join meeting due to speaker issue

  unable to join meeting due to speaker issue

• How to add formatting in zoho.cliq.postToUser(...) message?

  In a CRM Deluge function, I'm trying to use the message formatting guidelines given here: https://www.zoho.com/deluge/help/cliq/posting-to-zoho-cliq.html#message-formats My message is: message: #Title text. The result in Cliq is: #Title text. (no large

• Marketing Tip #50: Sell digital products and use them to grow your store

  Physical products need packaging, shipping, and stock management. Digital products need none of that. Once created, they can be sold an unlimited number of times, delivered instantly, and never go out of stock. What counts as a digital product? A digital

• Turn off Mobile Optimize

  Hello is it possible to stop the automatic mobile optimization of my site as it looks much better on a mobile in full site format rather than mobile format. Thanks

• How to select from pricebook when creating a salesorder or quote

  I am creating a sales order and when selecting the Products I do not see any where to select from pricebooks. How do i associate this to my orders?

• API - Available Stock Definitions

  Okay, Zoho team... your copywriters fell down on the job for this one :) I think these warrant a bit more explanation as to what they include and what they don't.

• Cross-application Deluge calls fail when application link name starts with a number

  I encountered an issue when calling a custom function in another Zoho Creator application within the same account. The target application’s URL/application link name began with a number, similar to: 27_example_application The following cross-application

• Transformez vos webinaires en opérations automatisées

  Organiser un webinaire, c’est bien plus que passer en direct. Il faut gérer les inscriptions, suivre les participants, envoyer les enregistrements, mettre à jour le CRM… et s’assurer que chaque étape se déroule au bon moment. L’automatisation des workflows

• Marketing Tip #1: Optimize item titles for SEO

  Your item title is the first thing both Google and shoppers notice. Instead of a generic “Leather Bag,” go for something detailed like “Handcrafted Leather Laptop Bag – Durable & Stylish.” This helps your items rank better in search results and instantly

• How can I filter inactive/disable agent tickets?

  Hello, We have an user-agent that left the company and we inactive/disabled his agent. So, now I can no longer filter or search tickets that he is the current owner, or even create a rule to reassign tickets to another person when the ticket is reopen.

• How do i move multiple tickets to a different department?

  Hello, i have several tickets that have been assigned to the wrong department.  I am talking about hundreds of automatically generated ones that come from a separate system. How can i select them all at once to move them to another department in one go? I can select them in "unsassigned open tickets view" but i can't find a "move to another department" option. I also can't seem to assign multiple tickets to the same agent in that same view. Could somebody advice?

• Next Page