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

• The difference between Zoho Marketing Automation and Zoho Campaigns

  Greetings Marketers! This post aims to differentiate between Zoho Marketing Automation and Zoho Campaigns. By the time you get to the end of the post, you will be able to choose a product that objectively suits you. What is Zoho Marketing Automation?

• How to use Rollup Summary in a Formula Field?

  I created a Rollup Summary (Decimal) field in my module, and it shows values correctly. When I try to reference it in a Formula Field (e.g. ${Deals.Partners_Requested} - ${Deals.Partners_Paid}), I get the error that the field can’t be found. Is it possible

• Zoho Mail Android app update - View emails shared via Permalink on the app.

  Hello everyone! In the latest version(v2.8.2) of the Zoho Mail Android app update, we have brought in support to access the emails shared via permalink within the app. Earlier, when you click the permalink of an email, you'll be redirected to a mobile

• Let us view and export the full price books data from CRM

  I quote out of CRM, some of my clients have specialised pricing for specific products - therefore we use Price Books to manage these special prices. I can only see the breakdown of the products listed in the price book and the specialised pricing for

• How to create a Zoho Mail extension similar to Outlook's OnSend add-in?

  Hi, I want to create a Zoho Mail extension similar to Outlook’s OnSend add-in. The extension should: Let the user select headers and footers from a taskpane while composing an email. When the user clicks Send, the extension should: Automatically insert

• How to display Motivator components in Zoho CRM home page ?

  Hello, I created KPI's, games and so but I want to be able to see my KPI's and my tasks at the same time. Is this possible to display Motivator components in Zoho CRM home page ? Has someone any idea ? Thanks for your help.

• Introducing Record Summary: smarter insights at your fingertips

  Hello everyone, We’re excited to introduce the Record Summary feature. This powerful addition makes use of Zia to simplify how you interact with your CRM data, providing a seamless, consolidated view of critical record information. Scrolling through the

• Delegates should be able to delete expenses

  I understand the data integrity of this request. It would be nice if there was a toggle switch in the Policy setting that would allow a delegate to delete expenses from their managers account. Some managers here never touch their expense reports, and

• Function #9: Copy attachments of Sales Order to Purchase Order on conversion

  This week, we have written a custom function that automatically copies the attachments uploaded for a sales order to the corresponding purchase order after you convert it. Here's how to configure it in your Zoho Books organization. Custom Function: Hit

• Kaizen #8 - Handling Recurrence and Participants in the Events Module via API

  Hello everyone! We are back this week with an exciting post—Handling recurrence and participants in the Events module through API. First things first—What is the Events module? "Events" is a part of the Activities module in Zoho CRM.  An event is an activity that happens at a given place and time. You can find Events on the user's Zoho CRM's home page, Activities home page, Calendar, and in other related records. What are the types of Events? Events are of two types—Recurring and non-recurring events.

• Marketer’s Space - Get Holiday-Ready with Zoho Campaigns

  Hello marketers, Welcome back to another post in Marketer’s Space! Q4 is packed with opportunities to connect with your audience - from Halloween, Black Friday, and Cyber Monday, to Thanksgiving, Christmas, and New Year. In this post, we’ll look at how

• Personalized demo

  can I know more about the personalized demo we are construction company and

• Can I collect email addresses in a form??

  Can I add new subscribers to my email list (hosted in FloDesk) when they check a box and add their email address on a Zoho form?

• Zoho CRM Android app updates: Kiosk and multiple file upload support for subforms

  Hello everyone, We've rolled out new enhancements to the Zoho CRM Android app to bring better mobile CRM experience and efficiency. Let's take a quick look at what's new: Kiosk Multiple file uploads for subforms Kiosk Kiosk is a no-code tool in Zoho CRM

• Alerts for mentions in comments

  We are testing the use of Writer internally and found that when a user is mentioned in a comment, there is no email alert for the mention. Is this something that's configurable, and if so, where can we enable this option?

• OAuth integration issues

  I'm experiencing persistent OAuth errors when trying to connect Make with Zoho API. I've tried multiple approaches but keep encountering the following issues: First error: 'Invalid Redirect Uri - Redirect URI passed does not match with the one configured'

• Zoho Mail Android app update: Manage folders

  Hello everyone! In the latest version(v2.9) of the Zoho Mail Android app update, we have brought in support for an option to manage folders. You can now create, edit, and delete folders from within the mobile app. You can also manage folders for the POP

• validation rules doesn't work in Blueprint when it is validated using function?

  I have tried to create a validation rule in the deal module. it works if I try to create a deal manually or if I try to update the empty field inside a deal. but when I try to update the field via the blueprint mandatory field, it seems the validation

• Get Zoho Mail API working (including DRE Connector, Oauth Token, ZUID, ZOID & ACCOUNT_ID)

  Disclaimer: I’m not a professional coder! Do you need to use Zoho Mail API? Me too. It lets you do all sorts of things — like reading the complete header of an email, or forwarding an email with its attachments — which is what I wanted to do. But setting

• Revenue Deferrals

  Does ZOHO books and subscriptions handle Revenue Deferrals?   

• Can I make a website open inside Zoho whenever I log in?

  Hi Zoho Team, Every day, I check a few websites for updates, for example, Rojgar--result, where I see the latest government job results and notifications. I was wondering if there’s any option in Zoho to make a website like that open inside Zoho whenever

• Kaizen #214 - Workflow APIs - Part 2

  Welcome back to another week of Kaizen! Last week, we discussed how Zylker Cloud Services used the Workflow APIs to discover and audit all the automations in their CRM, listing every workflow, checking triggers, and understanding their automation limits.

• Zoho CRM Community Digest - September 2025 | Part 1

  Hello Everyone! September's Here! Before we jump into product updates, and community highlights, here's a quick spotlight! Zoho has launched a Professional Sales Rep Certification course on Coursera, tailored for sales professionals to strengthen their

• Upload my theme.

  Hello. I would like to upload my own theme, this one: https://themeforest.net/item/panagea-travel-and-tours-listings-template/21957086 Is it compatible and where I upload it? If not I will hire a developer, what do I have to ask when I search for one?

• Product Updates in Zoho Workplace applications | September 2025

  Hello Workplace Community, Let’s take a look at the new features and enhancements that went live across all Workplace applications this September. Zoho Mail Attach email as EML file in Compose Effortlessly attach emails as EML file in Compose by simply

• Vehicle Tracking

  we have GPS devices that installed on our vehicles, and we would like to know if it's possible to  get vehicle live location data from the GPS device To Zoho Creator App.   Thank You

• 🤝 Rencontres, partage et inspiration au Zoho Community Meetup de novembre

  Chers utilisateurs, Bonne nouvelle 🎉 : notre Meetup Zoho Community approche, et nous serions ravis de vous y voir ! 📍 Toulouse : le 25 novembre 📍 Lyon : le 27 novembre (🎯 Il ne reste que quelques places !) Que vous soyez débutant ou utilisateur avancé,

• Need Help Mapping GST Registration Number Field Between Zoho Books & Zoho CRM + Slow Sync Issues

  am facing an issue with field mapping between Zoho Books and Zoho CRM. I want to map the GST Registration Number field from the Customer module in Zoho Books to a custom GST field inside the Accounts module in Zoho CRM. However, I am getting a warning

• Notification received when self-assigning tickets

  When I assign tickets in Zoho Desk the relevant agent gets a notification email. When assigning myself a ticket in Zoho Desk, I get a notification email. Now, as I am the person who assigned the ticket to myself, getting a notification in this regard

• Nouveauté dans Zoho Writer - Création de documents et de modèles assistée par l'IA

  Zia, l’assistant IA de Zoho Writer, soutient les utilisateurs dans l’amélioration de leur écriture et la création de contenus : correction orthographique et grammaticale en temps réel, suggestions adaptées au contexte, détection du plagiat, révisions

• Session Expired

  I constantly get "Session Expired" and need to relogin or close and open the application again. This gets really frustrating during the day. Is this something that can be solved? This really makes me want to leave the app as it is no go to need to reopen

• Disable Buttons for Users with Profiles without permission

  Hey, I've noticed that users without permission of setting up things in the marketplace, can still see the icon: On a click, you see this: It would be way better, if they couldn't see this menu icon at all. (Aside from the fact that it completely misplaced

• Mapping a new Ticket in Zoho Desk to an Account or Deal in Zoho CRM manually

  Is there any way for me to map an existing ticket in Zoho desk to an account or Deal within Zoho CRM? Sometimes people use different email to put in a ticket than the one that we have in the CRM, but it's still the same person. We would like to be able

• Zoho Analytics - Make text clickable in underlying data

  Hi Community, I have a simple sales report based on a Invoice query table. I have included a link on to each invoice on the table and sent the Invoice number URL to the link. This works find in the query table, but when I click underlying data on the

• Credit Management: #5 Advanced Refund Policy

  You're subscribed to a well-known SaaS design tool. You've used it to manage your team's projects, create marketing visuals, brochures, and so on. But your needs change over time. Your company may switch to another tool or hire an in-house designer who

• Exported Slide Image Lacks Portion of the Background Image

  This does not always happen, but when I export (or "download") the rendered image of a slide, it sometimes lacks a portion of the background image. I created a sample slide deck to demonstrate it and shared it with the admins. It is also publicly available

• Effective Inbox Organization: Folders vs Tags in Zoho Mail?

  I'm exploring the best ways to organize a busy inbox, especially when managing multiple clients or project using Zoho Mail. I’d love to know what works best for others: 1. Do you prefer **folders** (possibly with sub-folders) for each client or project?

• Piss poor service in Support in Domains and email

  Srijith Narayanan B contacted me today. Very pleasant fellow. Just didn't want to tell him how bad your support service is. You help the person, but you leave before we can finish the next stage. Which causes a lot of frustration. It's been 8 days now

• Zoho Mail android app update: Block & reject future emails, Report phishing, Spam alerts, Suspicious URL detection

  Hello everyone! In the most recent Zoho Mail Android app update, we have brought in support for the following features: Block & reject future emails Report Phishing Spam alerts in the mail details screen. Suspicious URL detection. Block & reject future

• Zohomail does not support additional fields in mailto links

  Hello, I set up Zohomail as default composer in Firefox according to manual here: https://www.zoho.com/mail/help/defaultcomposer.html#alink2 Later, I wanted to use this functionality to answer in a Linux mailing list thread using mailto link: mailto:xxxxx@kernel.org?In-Reply-To=%3C727o0521-q24p-s0qq-66n0-sn436rpqqr1p@example.com%3E&Cc=xxxxx%example.org&Subject=Re%3A%20%5BPATCH%20v2%28%29

• Next Page