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

    • CRM x WorkDrive: File storage for new CRM signups is now powered by WorkDrive

      Availability Editions: All DCs: All Release plan: Released for new signups in all DCs. It will be enabled for existing users in a phased manner in the upcoming months. Help documentation: Documents in Zoho CRM Manage folders in Documents tab Manage files

    • Anyone worked out how to export or screengrab a full heatmap?

      I'd love to be able to include a copy of a heatmap in a report but can't work out how to grab the whole thing as there doesn't appear to be an export function? Thanks in advance.

    • Introducing Built-in Telephony in Zoho Recruit

      We’re excited to introduce Built-in Telephony in Zoho Recruit, designed to make recruiter–candidate communication faster, simpler, and fully traceable. These capabilities help you reduce app switching, handle inbound calls efficiently, and keep every

    • Sender Email Configuration Error.

      Hello Team, Hope you are all doing well. We are in the process of creating the Zoho FSM environment in the UAE. When we try to add the sender email address “techsupportuae@stryker.com”, we receive the error message: “Error occurred while sending mail

    • Es posible cambiar el lenguaje de los modulos del ASAP?

      Es posible cambiar el lenguaje de estos textos? Tengo Zoho configurado en español pero aun así me muestra estos textos en ingles:

    • Auto-publish job openings on my Zoho Recruit Careers Website

      I have developed a script using the Zoho Recruit API that successfully inserts new jobOpening records to my Zoho Recruit website, but my goal is to auto-publish to the Careers Website. The jobOpening field data shows two possible candidates to make this

    • [Free webinar] Custom domains for portals in Zoho Creator - Creator Tech Connect

      Hello everyone, We’re excited to invite you to another edition of the Creator Tech Connect webinar. About Creator Tech Connect The Creator Tech Connect series is a free monthly webinar featuring in-depth technical sessions designed for developers, administrators,

    • Remove my video

      Hi, How can I remove my video so that I don't have to see myself. It's weird so I always remove my own video from what I see but cannot find this feature here. Thanks!

    • Marking a meeting 'done'.

      I would like to somehow mark a meeting 'done' and placed under the contact's page rather than deleting it and having no record of it. Am I missing a button that does this?

    • Add Lookup Field in Tasks Module

      Hello, I have a need to add a Lookup field in addition to the ones that are already there in the Tasks module. I've seen this thread and so understand that the reason lookup fields may not be part of it is that there are already links to the tables (

    • Super 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. Moderation Update (8th Aug 2025): We are working

    • Cannot find zpuid for Zoho Projects user

      I'm using the Zoho Projects v3 API to create a task. The task is created successfully, but in order to assign the task owner, the "Create a Task" API also requires the zpuid of the task owner. Unfortunately I cannot find any user-related API calls that

    • Allocating inventory to specific SO's

      Is there a way that allocate inventory to a specific sales order? For example, let's say we have 90 items in stock. Customer 1 orders 100 items. This allocates all 90 items to their order, and they have a back order for the remaining 10 items which could

    • Can Zoho Marketing Automation send OTP codes via WhatsApp during user registration?

      The flow I would like to implement is: A user signs up in the mobile app and enters their phone number. The system generates a one-time verification code (OTP). The OTP is sent to the user via WhatsApp message. The user enters the code in the app to confirm

    • Incorrect Functioning of Time Logs API (Version 3)

      We need to fetch the list of time logs for each task for our company internal usage. We are trying to achieve it by using the next endpoint: https://projects.zoho.com/api-docs#bulk-time-logs#get-all-project-time-logs Firstly, in the documentation the

    • Partial payments for retainer invoices

      When a customer does not pay the entire retainer invoice there is no way to apply a partial payment. PLEASE add this function.

    • Can I export to PDF in Zoho Learn

      I have seen help pages where export to pdf options are available but I do not see that option available from the application. I see that exprt is available in my free trial version but that is only to html pages. I need to be able to export my manuals

    • Service line items

      Hello Latha, Could you please let me know the maximum number of service line items that can be added to a single work order? Thanks, Chethiya.

    • Sending emails via Books

      Anyone else getting similar problems recently ??..... Hi, Your message to the following recipient was not delivered. Please find the details below.  Bounce Details: Bounced Address : someone@google.com Bounce Reason : other ; Status : 5.0.0 (undefined status) ; Daignostic-Code : smtp;542 someone@google.com Rejected ; Bounced Time : Sep 05, 2017 06:37 PM BST Regards, Zoho Team The email addresses were fine only a few days ago but are now being rejected ?

    • PDF Generator Upgrade

      Hi Team, What will happen if I don't make any changes for existing template. Zoho just ask us upgrade but haven't tell the benefit. Zoho Corporation

    • No Need To Fix Something That Is Working

      Zoho Books is a great financial tool which helps businesses to become more efficient and productive with day-to-day operations. As such, every change, upgrade, improvement needs to be carefully thought before implemented in the software and I'm sure Zoho

    • Total Cost in reports showing zero

      The image below shows my issue. The column Total Cost should show the cost to our company based on hours logged and the employee's rate. For instance, if the person working on Subtask 1 is paid 20/hr, then Total Cost should display $160 ($20x8 logged

    • Zoho Books (and other finance suite apps) - Retrospective Linking of Invoice and Sales Orders to Quotes.

      In some cases, Quotes and Invoies may be created sperately instead of using the convert feature. In this feature request I am asking for the Finance Suite team to consider adding a lookup field to reference the quote on Invoices and Sales Orders, or some

    • Bring real app analytics into Zoho Creator apps with Zoho Apptics

      We’re kicking off the year with a release we’ve been looking forward to for a long time. After being in the works for a while, Zoho Creator and Zoho Apptics are now officially integrated, bringing in-depth product analytics directly into the Zoho Creator

    • ZohoMail's outbound webhook sends incorrect folderId and messageId

      I used a webhook (outbound) from within ZohoMail to send message details when a new message arrives that meets specific criteria. I received this data correctly. Now I want to get the attachment from this email message. When I made an api call using folder

    • Use URL field to populate Image in a Email Template

      We have two records Record 1: Appointments (with a Lookup to Doctors module) Related Record 2: Doctors (with a URL field that is an image of the doctor) We would like to populate a CRM email template with the image of the URL field for the related doctor

    • Looking for Guidance on Building a Zoho Website

      I'm exploring the possibility of building a custom website with specific features using Zoho as an alternative platform. My goal is to create something similar to https://gtasandresapk.com , with the same kind of functionality and user experience. I'd

    • Ability to add VAT to Retainer Invoices

      Hello, I've had a telephone conversation a month ago with Dinesh on this topic and my request to allow for the addition of VAT on Retainer Invoices.  It's currently not possible to add VAT to Retainer Invoices and it was mutually agreed that there is absolutely no reason why there shouldn't be, especially as TAX LAW makes VAT mandatory on each invoice in Europe!   So basically, what i'm saying is that if you don't allow us to add VAT to Retainer Invoices, than the whole Retainer Invoices becomes

    • Zoho Bookings Forge: A hands-on workshop series

      Hello all! We’re hosting a five-part, hands-on workshop series to help you optimize Zoho Bookings for your business. In these sessions, we’ll cover key features, practical use cases, and clear steps to get started or improve your current setup. Here are

    • Introducing parent-child ticketing in Zoho Desk [Early access]

      Hello Zoho Desk users! We have introduced the parent-child ticketing system to help customer service teams ensure efficient resolution of issues involving multiple, related tickets. You can now combine repetitive and interconnected tickets into parent-child

    • Update Existing Records greyed out in Free Version

      Trying to update records from an Excel sheet, and not getting the option to update. Only option is to add as new accounts. All documentation I can see says update should be an option! Accounts, Leads, Contacts, all the same.

    • Help with deluge script

      Hi Community, this is my first Deluge script. I've pieced it together from reading various articles I want to use it in a workflow to 1 Convert a lead to a contact 2. Create a record in a custom module Below is what I have got so far but it does not fire

    • Introducing Workqueue: your all-in-one view to manage daily work

      Hello all, We’re excited to introduce a major productivity boost to your CRM experience: Workqueue, a dynamic, all-in-one workspace that brings every important sales activity, approval, and follow-up right to your fingertips. What is Workqueue? Sales

    • Delete button

      Hi, The delete button were hide into the three dot button. Can I display outside? why Zoho make this update?

    • Zoho Vault CLI for Developers and Automations

      Hi everyone, If you're managing credentials in scripts, CI/CD pipelines, or automation workflows, Zoho Vault's Command Line Interface (CLI) can help you securely access and manage secrets directly from your terminal. Zoho Vault was launched in 2013 as

    • On Edit Validation Blueprint

      Hello, I have a notes field and a signature field. When the Approve button is clicked, the Signature field will appear and must be filled in. When the Reject button is clicked, the Notes field will appear and must be filled in. Question: Blueprint will

    • Server-based Appication API access for Social, Sites, Flow, Pages.

      Hello, I am trying to hook up API access for a number of apps and I have hit a wall trying to add these scopes to the API feed. We cannot find the correct way to list the scope for these Zoho apps; Social, Sites, Flow, Pages. Error on web-page comes back

    • Zoho Subscriptions -- Zoho Commerce integration

      Is there integration between Zoho Subscriptions and Zoho Commerce? I would like to create subscription plans in Zoho Subscritpions and list them for on my Zoho Commerce store.

    • Synching changes to Stripe when changes are made in Zoho Billing

      We have a situation where we have merged customers in Zoho BIlling and then found out later that the payment in Stripe was not updated and still associated with the old customer record. The card gets updated and billed, but that payment is still associated

    • How can I link Products in a Deal Subform to the Products Module

      Hello, I have a pricing subform on our Deals page and use a lookup field to associate a product with each line. I want to be able to look at a product page within the Products module and see a list of the deals connected to that product. I have this working

    • Next Page