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. 

    Zoho Desk Resources

    • Desk Community Learning Series


    • Digest


    • Functions


    • Meetups


    • Kbase


    • Resources


    • Glossary


    • Desk Marketplace


    • MVP Corner


    • Word of the Day


      • 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

      Zoho CRM Plus Resources

        Zoho Books Resources


          Zoho Subscriptions Resources

            Zoho Projects Resources


              Zoho Sprints Resources


                Zoho Orchestly Resources


                  Zoho Creator Resources


                    Zoho WorkDrive Resources



                      Zoho Campaigns Resources

                        Zoho CRM Resources

                        • CRM Community Learning Series

                          CRM Community Learning Series


                        • Tips

                          Tips

                        • Functions

                          Functions

                        • Meetups

                          Meetups

                        • Kbase

                          Kbase

                        • Resources

                          Resources

                        • Digest

                          Digest

                        • CRM Marketplace

                          CRM Marketplace

                        • MVP Corner

                          MVP Corner




                          Zoho Writer Writer

                          Get Started. Write Away!

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

                            Zoho CRM コンテンツ






                              ご検討中の方

                                • Recent Topics

                                • Layout Rules / Quick create

                                  Hello, is there a way to create a layout rule for quick create option? Regards, Katarzyna
                                • Issue with Create Note Button and Popup Form in Leads Module

                                  Hello Zoho Community, I am trying to implement a "Create Note" button in the Leads module with the following functionality: 1. When the button is clicked, a form should pop up with fields to add notes. 2. After filling out the form and clicking Send,
                                • Finding draft ticket replies

                                  Is there a way to see all tickets which have draft replies?
                                • Guidance on Making Zoho Desk Connections Available for All Data Centers

                                  Hi Team, I’m currently developing an application using Zoho Desk connections to manage OAuth for my third-party products. Could you please advise on the steps required to make it available across all data centers? Looking forward to your thoughts on
                                • Able to change project on timelog entries

                                  Ability to move the timesheet entry from one project to another. When a user adds a wrong entry a manager can change/update the timesheet entry to the correct project.
                                • Caso de Uso | Menos trámites, más salud: Clínicum optimiza sus recursos con Zoho One

                                  "La automatización del proceso de solicitud de bajas y su trazabilidad a través de Zoho nos ha supuesto una mejora en el ROI." - Carol Rodríguez, Responsable de Experiencia del Cliente interno y externo en Clínicum ¡Hola a todos! Estamos emocionados de
                                • How do I stop getting notified about upgrading to Upgrade now and save big!

                                  How do I stop getting notified about upgrading to Upgrade now and save big! There is no way to clear this notification, and EVERY Day I get alerted to upgrade, but there is no permanent way to dismiss this alert! How can I permanently dismiss this a
                                • Double opt-in notifications and customizable confirmation messages for your webforms

                                  Dear CRM Community, We are excited to announce a major upgrade to our Webforms feature. You can now customize the confirmation message shown to your users who double opt-in from your webform and also customize your confirmation emails when they submit
                                • Bulk create tasks - Zoho Projects API

                                  Hi Zoho/Community, I am trying to create multiple tasks in a single API call, is there a way we can combine multiple request bodies into one single payload? The issue I am facing is the rate limiting on the API, I wanted to create certain amount of tasks
                                • Task Due dates and Reminder Date & Time

                                  I like to have a reminder on many tasks in Zoho Recruit. I find the process cumbersome in that each task requires the following: 1. click and select due date 2. Click the reminder box 3. Click on (Reminder) Start Date 4. Click on (Reminder )Time If one
                                • Unable to Access Admin Console and Email Sending Issues

                                  Hello Zoho Support Team and Community, I hope this post finds you well. I am currently facing two significant issues with Zoho services: Admin Console Access Issue: Every time I try to access the Zoho Admin Console, it gets stuck on the loading screen
                                • Tracking new lead response time

                                  Hi, I have a team of Sales Development Reps, who have a KPI of responding to a lead within 20 mins or less once it hits the system.  I seem to recall that Zoho CRM had the capability to track this in a previous version, but don't see it anywhere.   It's
                                • Getting The Following Error.. 550 5.4.6 Unusual sending activity detected

                                  I just launched a marketing campaign and I got this error. Everything was working fine previously. This is a big launch so need to fix it asap. Can anyone help?
                                • Printing on 80mm bluetooth Pos Printer

                                  Hello. I am trying to print receipts and invoices using my 80mm bluetooth connectivity Pos printer. I have configured the Templates to Retail so that it matches the paper width of the Pos printer. However, when I click Print in zoho, first it opens the
                                • Trying to integrate gmail but google keeps blocking Zoho access for integration??

                                  hi i am trying to integrate a gmail account so can track/access business emails this way. I have followed the instructions but after selecting my email account it gets re-routed to this message (screengrab below) Can anyone advise a way around this or
                                • Which attribute in Zoho books invoice api represent branch attached to the invoice?

                                  Hi Zoho Team, We have done the integration with Zoho Books API. While fetching data from Invoice API we want to get branch value attached to the invoice. We could not figure out which field in "Get an Invoice" api represents branch value attribute. Thanks
                                • How to Billed from two different GST Numbers

                                  How to Billed from two different GST Numbers. Suppose ABC & Co had GST registration in Delhi and Haryana and Zoho account is created with Delhi GST Registration number. Now i also want to issue invoice from Haryana GST Registration number. How can i proceed ?
                                • How to hide Predefined views

                                  Hi, I would like to know how to hide: Predefined views and Recent views or some records from this list. If I'm using it form iPad I have to scroll to see User created views. Or maybe it's possibility to move User created views on the top. All the best,
                                • Deleting Views

                                  How do you delete views? Please syd
                                • Fixed Assets

                                  Where would I manage my fixed assets
                                • Report on Assets

                                  Hi,  Is it possible to report purchased assets on a specific year? The Balance Sheet shows everything up to the current date, and the expense reports will not show purchased assets because they are assets not expenses. If it is not possible, then is it possible to setup an API connection with Books to extract data from to another Reporting application?
                                • Purchase of Fixed Assets

                                  How can I record the purchase of assets using zoho books? For example, I purchased 4 laptop for 100000 $ each and paid it through my bank account. How can I record this transaction and maintain track of how much of the assets I bought?
                                • Where is the Fixed Asset Register?

                                  I am a Zoho One user for 18 months, using invoicing and CRM and now ready to migrate my books to Zoho Books. Where do I keep the fixed asset register for the equipment that I use in my business? I have a service based business with a lot of gear and business
                                • Kaizen #168 - Incremental Authorization

                                  Welcome to this week's post in the Kaizen series. In this post, we will discuss Incremental Authorization. What is Incremental Authorization? Incremental Authorization is an OAuth strategy that allows a client to request specific authorization scopes
                                • Configure Notes Title for Blueprint Transition

                                  It'd be very helpful to be able to configure note titles on blueprint transitions when requiring notes. This would help tie back the history of notes to the blueprint actions. We have some approval processes in our blueprint and require notes for the
                                • An update to improve email delivery | Email Authentication & Relay

                                  Dear Zoho Recruit Community, We hope this message finds you well. This post is to inform you about an important update regarding the authentication of all email domains in your Zoho Recruit account. Effective 31st December, 2024, emails sent using email
                                • Stop adding Default ID column to xls exports

                                  When anything is exported to xls, Zoho adds a column with an ID.  WE DO NOT WANT THIS COLUMN.  We use an automated report to a team.  We have our own tracking number.  1. This makes the report messy, it just pushes OUR data off to the right.  2. We have
                                • Zoho cases and remote work api

                                  How to use zoho cases listing api? When i try to hit the endpoint specified in the docs , i get the error : the page you are looking for does not exist with a 401.
                                • Calendly does not show scheduled Meetings

                                  I use Calendly as my standard booking tool, but no matter what I am doing, Calendly shows any appointment as free (when in fact there already is an appointment in CRM Calendar or Zoho Calendar). Drives me nuts - cannot go away from Calendly due to various
                                • I want the currency in my account to be Mexican pesos.

                                  Hello, I am a Mexican citizen and live in Ukraine. When I registered to your system, it was seen that I was from Ukraine, so the default currency is Euro. This is causing me a problem. Please change the standard currency in my account to Mexican Pes
                                • Year-End Wrap: Don't rewrite - Switch to Email Templates

                                  As we're half-way through December, now is the perfect time to start sending out festive greetings. Whether it is to your clients or your team, it is important that every mail is tailored to the recipient and feels genuine, which allows you to make better
                                • Elevating Email Security on Zoho Desk: DKIM Now Mandatory

                                  Hello Zoho Desk Users! It has been a wonderful journey with you on Zoho Desk. As we prepare to welcome 2025, we are strengthening our efforts to ensure a secure and seamless experience for you. To enhance email security, DKIM configuration will be mandatory
                                • How to view shared mailbox in Outlook

                                  How to view shared mailbox in Outlook or in another software
                                • Necesito el código ZB para mi cuenta

                                  Hice cambio de servidor y no encuentro el codigo unico de cname.
                                • Privacy error

                                  Privacy error on Chrome for all embedded forms and reports, this is a huge issue: "Your connection is not private Attackers might be trying to steal your information from creator.zohopublic.com (for example, passwords, messages, or credit cards). NET::ERR_CERT_COMMON_NAME_INVALID"
                                • Automate Backups

                                  This is a feature request. Consider adding an auto backup feature. Where when you turn it on, it will auto backup on the 15-day schedule. For additional consideration, allow for the export of module data via API calls. Thank you for your consideration.
                                • Customise Search Bar in CRM

                                  Is there a way to customise this search bar in the CRM to add fields?
                                • Counting downloads of a file

                                  Hello Could anyone help me, I would like to use a custom script to count how many times a file contained in a record has been downloaded. Is that something that is possible in Creator? Thanks Estelle
                                • Is there any way to prevent emails from being sent from zoho crm without pressing email opt out?

                                  When I left my desk yesterday I excitedly thought I had fixed my problem, by making use of the "Inactive" field ... However after contacting the support chat, they have advised to stop emails being sent I need to update the "Email Opt Out" field - which
                                • New Search Function

                                  Hey Team, The search function updated in our CRM about a week ago, so I assume it was an automated update across Zoho. It no longer displays leads/deals etc in Chronological order so that the most recently created or updated is the first to display which
                                • Next Page