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. 

    • 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

    • Subtasks don't update parent task's times

      Hi there: I've recently upgraded to premium and check that subtasks completion % don't update the proportional completion of the parent tasks related to it.  We've been challenging with the problem of having to update twice or sometimes 3 times the completion of the related tasks. I've seen posts similar to this, of 3 years old.  Is there any roadmap for making this happen in a future release? Thanx César Ratto Lima, Perú.

    • Should I Use DMARC?

      When I configure Zoho Mail's DMARC settings, it's mandatory to fill in the RUA and RUF (Aggregate notification email address*, Forensic notification email address*) addresses. When we enter an email address in these fields, we receive reports from the

    • Mail ToDo & Tasks Webhooks

      Our company uses Zoho ToDo inside Mail to manage our tasks. When I create a task and assign it to a team member it does not notify them unless I add a reminder via mail. I'm trying to create a webhook for when a task is created to send a cliq message

    • Can't upload attachments.

      I can't upload attachment in Zoho Mail.

    • Tip #44 – Get Deeper Insights with Zoho Assist’s Custom Reports – ‘Insider Insights’

      In today’s fast-paced IT environment, having a clear view of your remote support activities is more important than ever. Zoho Assist’s Custom Reports feature gives IT teams the ability to generate tailored reports that provide actionable insights and

    • Message "...does not support more than 100 distinct values..." WHY????

      I get this message on one of my reports: Sorry, Zoho Reports currently does not support more than 100 distinct values in columns. 'Account Name * Sum(Amount),Count(Amount Tier)' contains more than 100 distinct values.  Possibly, you can apply filter to reduce the number of distinct values in 'Account Name' or drop the 'Account Name' field in Rows. I want to list all ACCOUNT NAMES (about 500) with SALES BY ACCOUNT.  What is blocking this?

    • Need Easy Way to Update Item Prices in Bulk

      Hello Everyone, In Zoho Books, updating selling prices is taking too much time. Right now we have to either edit items one by one or do Excel export/import. It will be very useful if Zoho gives a simple option to: Select multiple items and update prices

    • Let's Talk Recruit: Super-charge hiring with Zoho Recruit add-ons

      Welcome back to our Let’s Talk Recruit series! This time, we’re diving into something that might seem like a small upgrade but has a huge impact on recruiter productivity: Zoho Recruit add-ons. Think about how much of your day is spent in your inbox or

    • Vendor Signatures Needed for Purchase Orders

      Hello everyone, We have a unique requirement that necessitates that Vendors & Suppliers formally acknowledge our Purchase Orders upon receipt. I was hoping that there would be an option to do so in Zoho Books, but that does not appear to be the case.

    • Is there an API to "File a Ticket" in Desk

      Hi, Is there an API to "File a Ticket" in Desk to zoho projects?

    • Store "Sign in with Google/Microsoft/GitHub etc." details

      Quite often now, users are using a sign-in provider like Google or Microsoft to sign into various apps and services. It would be great if Vault could remember which providers you use for each website and sign you in with that provider instead of a username

    • Critical Issue: Tickets Opened for Zoho Support via the Zoho Help Portal Were Not Processed

      Hi everyone, We want to bring to your attention a serious issue we’ve experienced with the Zoho support Help Portal. For more than a week, tickets submitted directly via the Help Portal were not being handled at all. At the same time no alert was posted

    • Tip of the Week #72– Assign thread ownership to avoid confusion.

      When teams handle a large volume of emails, managing threads becomes important to stay organized. Without a clear system, duplicate replies, missed follow-ups, or confusion over responsibilities can happen. Thread assignment solves this by designating

    • Migrate Your Notes from OneNote to Zoho Notebook Today

      Greetings Notebook Users, We’re excited to introduce a powerful new feature that lets you migrate your notes from Microsoft OneNote to Zoho Notebook—making your transition faster and more seamless than ever. ✨ What’s New One-click migration: Easily import

    • Unarchive tickets

      How can I manually unarchive tickets?

    • Optimize your Knowledge Base for enhanced accessibility by adding alt tags for images

      Let's learn why alt tags are crucial for your articles. You can add alternative tags (alt tags) and alternative text (alt text) to the images you share on your community forums or when embedding them in articles. Alt tags refer to the HTML attribute,

    • FSM trying again

      have not linked FSM yet to the rest of out Zoho suit. It certainly looks like the apointment and service part is more manageable for our staff. The question is that our engineers multi task examples 1. deliver products to customers not fitted 2. Service

    • Feature Request: Conditional Field Mandatoriness Based on Display Status

      Hello Zoho Creator Team, I would like to suggest an enhancement to improve the flexibility of form validations. Currently, when we need a field to be mandatory only if it's displayed on the form, the only option is to: Set the field as not mandatory in

    • Data Migration Strategies for Moving to a Cloud Solution

      Hi everyone, I’ve been working on moving some of our critical systems, including CRM and project data, to a Zoho cloud solution, and one of the biggest challenges I’ve encountered is data migration. Transferring large volumes of data while keeping it

    • Commerce Order as Invoice instead of Sales Order?

      I need a purchase made on my Commerce Site to result in an Invoice for services instead of a Sales Order that will be pushed to Books. My customers don't pay until I after I add some details to their transaction. Can I change the settings to make this

    • How to set different item selling prices for Zoho Commerce and Zoho Books

      Item selling prices for Zoho Commerce and Zoho Books are in sync. If we update the Item selling price in Books, the same will happen in commerce and vice versa. I need a separate commerce selling price for online users and a separate books selling price

    • Time Entry Notifications

      Hi All - I have support staff who place notes of their work in the time entry section of Zoho Desk. Is there a specific workflow or setting I need to enable to have the ticket holder updated via email when an entry is saved?

    • Zoho CRMの流入元について

      Zoho CRMとZoho formsを連携し、 formsで作成したフォームをサイトに埋め込み運用中です。 UTMパラメータの取得をformsを行い、Zoho CRMの見込み客タブにカスタム項目で反映される状況になっています。 広告に関してはUTMパラメータで取得できているため問題ないのですが、オーガニック流入でフォーム送信の場合も計測したいです。メールやGoogle、Yahoo、directなどの流入元のチャネルが反映されるようにしたいのですが、どのように設定したら良いでしょうか。 また、

    • How to report 'Response violation' OR 'Resolution violation'

      Hi, I want to report on SLA Violation Type. I grouped my tickets on this column. It seems I only get 'Response and Resolution Violation' or 'Not Violated'. The former seems to be given to a ticket if only the Response Time was violated. I would expect

    • [Webinar] Automate sales and presales workflows with Writer

      Sales involves sharing a wide range of documents with customers across the presales, sales, and post-sales stages: NDAs, quotes, invoices, sales orders, and delivery paperwork. Generating and managing these documents manually slows down the overall sales

    • Power of Automation :: Quick way to associate your Projects with Zoho CRM

      A custom function is a software code that can be used to automate a process and this allows you to automate a notification, call a webhook, or perform logic immediately after a workflow rule is triggered. This feature helps to automate complex tasks and

    • Date triggering Workflow rule

      I have a function triggered by a workflow rule. The function takes a date and creates a task for that date and fills in a field with the name of the day for that date. It also updates the status field of the record. The workflow rule is set to run whenever

    • Restricting contact creation

      Hi all! I am looking to use Zoho Desk in a part of the business that takes end user enquiries. These are generally single interactions, and not linked to an account name. As Desk is Account centric, has anyone designed a way to manage these incoming emails

    • Import Holiday Calendars

      HI Zoho Is there anyway of importing an online calendar like https://www.calendarlabs.com into the business hours calendars, to speed up setup of holiday calendars. Also could we also request a feature where you can specify a Holiday as hours, i.e it could be that the company is on a 1/2 day due to a holiday or when it is Eid in the UAE and they are only allowed to work restricted hours so we need the calendar to be flexible to allow for this. Regards Jamie

    • Filtering Tickets based on Email headers

      We're starting to get a lot more junk coming into our Zoho Desk, which is then triggering unnecessary email alerts to agents. Once thing we could do to cut this junk in half, is to filter tickets based on email headers. Any email containing the `List-Unsubscribe`

    • Error 550 5.4.1

      I’ve tried sending an email to someone but keep receiving this back. Any help would be greatly appreciated 

    • Billing Management: #2 Fair way of Billing- Prorated Billing

      Hello, From speaking about the traditional ways of billing in the previous post, we are moving into the deep sea of billing. We are now in a zone to break out the most complex yet, I would call it the fairest way of billing, the Prorated Billing. Prorated

    • Automatic Matching from Bank Statements / Feeds

      Is it possible to have transactions from a feed or bank statement automatically match when certain criteria are met? My use case, which is pretty broadly applicable, is e-commerce transactions for merchant services accounts (clearing accounts). In these

    • Has Anyone successfully integrated Zoho and Sage Intact?

      Hey all, We’re evaluating Zoho One + Sage Intacct and I’m trying to connect with anyone who has actually implemented the two together.Specifically, I’d love to know: -- Which functions you kept in Zoho vs. Intacct (e.g., Product Catalog, AR/AP, invoicing,

    • How can I filter a field integration?

      Hi,  I have a field integration from CRM "Products" in a form, and I have three product Categories in CRM. I only need to see Products of a category. Thanks for you answers.

    • Adding image in HTML report page

      Hi, I want to know two things: 1. Can anyone advise how to add an image in HTML report. The tagged used is <img> but what path do I mention for the image to be added in the HTML report. 2. Also, I want to know if I am creating an application for the market

    • How to change view of HTML report based on device but always print in A4

      Hello everyone, I am aware that HTML report view can be configured to adjust according to the screen size like Laptop, Tablet and mobile using media queries. But my concern is no matter on which device the reports is opened when printed should always

    • Age Calculation

      I've attempted to calculate the age of someone based on their birthday input by using the formula field. It works but I don't want all those decimals on there. I then tried to use "set variable" after birthday input but I get a field type mismatch, long vs. floating. Any ideas would be wonderful.

    • Search on Custom Field

      We're working on an integration with the Zoho FSM API and are trying to retrieve companies based on a custom field we added to the Companies module. However, we can't find a way to filter or query records using custom fields through the API. We have a

    • Sendmail function / custom action?

      I've setup a function hoping to email various business departments the details of a record once all work in that record is complete so gone about setting up a custom action in such way that each record line on the report has a button to click. Question is how do I actually include data from that record in the email that is sent when the button is clicked? I had thought that since this were being sent per record the email would include the data which had been entered

    • Next Page