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

    • Pincode based Product Restriction

      we have different types of products. 1) Very bulky items like plywood. 2) Too delicate items like glass These type of products we want to sell to local customers. Other products we want to supply all over India. There should be an option to restrict products

    • Can multiple agents be assigned to one ticket on purpose?

      Is it possible to assign one ticket to two or more agents at a time? I would like the option to have multiple people working on one ticket so that the same ticket is viewable for those agents on their list of pending tickets. Is something like this currently

    • Related Lists filter

      I have Contacts showing in our Accounts module. I customized the Contacts module with an Employment Status field, with the following picklist options: "Primary Contact", "Secondary Contact", "Active Staff(not a main contact)", and "No longer employed".

    • Standalone custom function not generating logs

      Why dont't standalone custom functions generate logs when the're called from another function? I have some functions (workflow, buttons and blueprint) that have common parts, so I put that part in a standalone function which is called from the others.

    • Automated log-out/session end

      I'm concerned about security of our data. Is it possible to set an automatic time-out for user sessions on Zoho CRM, after a certain period of inactivity or when the session reaches a certain duration (12 hours perhaps)? 

    • Add "Reset MFA" Option for Zoho Creator Client Portal Users

      Hello Zoho Creator Team, We hope you are doing well. We would like to request an important enhancement related to Multi-Factor Authentication (MFA) for client portal users in Zoho Creator. Currently, Creator allows us to enforce MFA for portal users,

    • Support Bots and Automations in External Channels

      Hello Zoho Cliq Team, How are you? We actively use Zoho Cliq for collaboration, including with our external developers. For this purpose, external channels are a key tool since they work seamlessly within the same interface as all of our other channels

    • Urgent Security Feature Request – Add MFA to Zoho Projects Client Portal Hello Zoho Projects Team,

      Hello Zoho Projects Team, We hope you are doing well. We would like to submit an urgent security enhancement request regarding the Zoho Projects Client Portal. At this time, as far as we are aware, there is no Multi-Factor Authentication (MFA) available

    • Creator HTML page refresh

      Hi, I have added around 5 different html snippets in single creator page. I understand, I can refresh the entire page from page script using Navigational URLs https://help.zoho.com/portal/en/kb/creator/developer-guide/others/url-patterns/articles/navigational-urls

    • Zoho Desk - Custom Module Related List Columns on Tickets

      I have a custom module in Zoho Desk called Asana Tasks, each task has a lookup to a Ticket. On the Ticket I want to see the columns of the Asana Tasks in the related list . Is there a way to do this? Right now it just has the name of the record and I

    • Google Analytics import data inaccurate (as of October 11, 2025)

      We have Zoho Analytics connected to GA4 to import daily event data. This has been running without issue for a couple of years. However, a month ago we started noticing discrepancies. All data until October 10 lines up perfectly - October 11 onward is

    • What is your opinion of the new UI?

      Hi Everyone, I would like to see what everyone thinks of the new Zoho One Dashboard. I don't get it, but perhaps I'm missing something. What are your thoughts?

    • What are the OAuth scopes needed to access the Zoho MCP server?

      I think I'm authenticating with the MCP server endpoint successfully using a bearer token but I can't successfully initialize an MCP session. I'm using the official MCP Python sdk (https://github.com/modelcontextprotocol/python-sdk). I get as far as here

    • Support Uploading YouTube Videos Longer Than 60 Minutes

      Hi Zoho Social Team, How are you? We would like to request support for uploading YouTube videos longer than 60 minutes directly through Zoho Social. Your support team informed us that Zoho Social currently cannot upload videos over 60 minutes due to “API

    • Account blocked for IMAP use

      Hello, My email client (Evolution) can't sync mail anymore. It gives the error: "Your account is temporarily blocked for IMAP use. This may happen if you exceed the maximum number of simultaneous IMAP connections allowed. Kindly try again after some time."

    • Is SMTP included in the free plan?

      My client has a Zoho Mail Free 14 day trial that ends tomorrow. She has set up a domain email address with SMTP on a third party app and is wondering if it will continue working once her plan downgrades to the free forever plan. Thanks

    • Zoho mail issue.

      I have verified my domain ohhoexpress.online by adding necessary TXT and MX records. But when I am sending email to any external email id, it is showing as zohomail.com. Also while I am sending mail to internal mail id, it is saying user not found whereas

    • My email is blocked from sending

      I get this message when I try to send any message .. > Unable to send message, Reason 554 5.1.8 Email Outgoing Blocked We have urgent emails to send and the issue continues to persist from yesterday. Please help us with this issue as soon as possibl

    • [WEBINAR] Smooth year-end closure with Zoho Books (KENYA)

      Hello there, This webinar is for all Kenyan businesses looking to wrap up their financial year smoothly! Join our free session to learn how Zoho Books can simplify your year-end process. What to expect from this webinar: - All the latest updates in Zoho

    • cannot recieve or send emails

      we are not recieving or cannot send emails.Shows sysytem error

    • Zoho Sites - contact us form

      I have added a contact us form to my website. I wanted to change the layout so I deleted the section of Contact Us form. When I again try to add the section of Contact Us form, it shows error that "This form already exists on this page."  I am unable

    • Setting checkbox value on template in Sign from Creator

      Good day, Please help me understand how do I set a tick from a checkbox in Creator into a checkbox on a Sign template. Below is the only values on the Sign template and the code from Creator, "field_boolean_data": {}, "field_date_data": {}, "field_radio_data":

    • switching from POP3 to IMAPI do I need to change settings in Web email?

      hi so I am using Outlook with My Zoho mail, also have Verizon email /AOL. they no longer support POP3 and said imapi is much better, so I want to switch my ZoHo to imapai. I googled and it said i need to change it in my account....i looked at my account

    • What functionality is new in the Z025 Spaces UI dashboard compared to the previous Zoho One dashboard?

      My company is interested in creating a revamped dashboard this coming year, and are trying to weigh different platform options. The new Spaces UI is said to be a more "feature-rich" dashboard experience than the previous. Could a developer please explain

    • Collections Management: #5 Convenience on Offer, using Self-Checkout

      "Is this the right page? Oh, now, it wants my address again. Why am I being redirected?" These were the exact thoughts running through Karan's mind as he tried to subscribe to an application he genuinely liked. He clicked "Buy Now", expecting a quick

    • Uploading a signed template from Sign to Creator

      Good day, Please help me on how to load a signed document back into Creator after the process has been completed in Sign. Below is the code that I am trying, pdfFile = response.toFile("SignedDocument_4901354000000372029.pdf"); info pdfFile; // Attach

    • Tip #50- A Closer Look at the Unattended Access Dashboard- 'Insider Insights'

      Having complete visibility and quick access to everything you need certainly makes managing multiple remote devices a lot easier, and that is precisely what the Unattended Access Dashboard in Zoho Assist is designed to offer. Once you go to the Unattended

    • 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

    • Zoho CRM Portal User Timeline History Unavailable

      Hi Support Team, We have noticed a feature limitation in the Zoho CRM portal. We created a portal for our vendors to edit records directly, but when vendors make updates, the Modified Time and Date fields are not being updated. Additionally, these updates

    • New in Smart Prompt: Record Assistant for contextual assistance, and support for new AI models

      Smart Prompt helps teams stay informed and move faster by providing relevant suggestions where work happens in CRM. With this update, Smart Prompt becomes more adaptable to your organization’s AI preferences. You can now choose which Large Language Model

    • How to update custom multi-user field in Zoho Projects?

      I'm trying to update custom multi-user fields in Zoho Projects via a Deluge function in CRM. The code I have so far is below. It works for updating standard project fields and single-line custom fields, but it does not work to update multi-user fields.

    • Tip of the Week #75– Manage your social media messages from a single shared inbox.

      Are you tired of jumping between apps or browser tabs to reply to your business's Facebook and Instagram DMs? Handling customer messages on social media might seem simple, but switching between multiple platforms can easily lead to lost messages, duplicate

    • Zoho Map integration tasks have changed - you need to "Locate all instances of Zoho Map integration tasks in your Deluge scripts by searching for the v1 marker... before 16 January 2026"

      The Zoho Map deluge integration task has been changed (as at 21 October 2025) to provide a more structured, JSON-like response. This change affects all three Zoho Map integration tasks (Geocode, Reverse Geocode, and Distance Between). More details can

    • Using files from Zoho CRM in Gemini/ChatGPT/Claude

      Hi all, I’ve got subscriptions to Gemini and a few other AI tools which I use for tasks like data enrichment, email composition, etc. In our workflow, we often receive various documents from clients — such as process workflows, BRDs/requirement documents

    • Zoho Analytics & Zoho Creator - Modified Time value

      I'm trying to use the Zoho Creator system field 'modified time' in Zoho Analytics, but it's consistently showing 12 hours 'out' In Zoho Creator In Zoho Analytics Is this a constant difference that I just need to correct with a timezone change - or is

    • Zoho CRM - Option to create Follow-Up Task

      When completing a Zoho CRM Task, it would be very helpful if there was an option to "Complete and Create Follow-Up Task" in the pop-up which appears. It could clone the task you are closing and then show it on the screen in edit mode, all the user would

    • Portal For Different Apps

      I found some older threads on this but didn't see anything very recent. I'm new to Zoho One so forgive me if my terminology is off a bit. I was hoping set up a single point of entry into Zoho One. So, many of the apps could be found in one single place

    • Calls undetected

      Zoho Voice records indicate my last call ended at 6:00 PM. All incoming and outgoing calls occurred between 6:00 PM and 7:00 PM.

    • Zoho Projects - Project Details on the Project Menu

      Hi Project's team, I've helped may businesses setup and use Zoho Project and one thing I see time and time again is confusion on where to find the Project Details information. I would be much more intuitive if Project Details was on the menu before Dashboard.

    • Introducing WhatsApp integration in Bigin

      Greetings! In today's business landscape, messaging apps play a significant role in customer operations. Customers can engage with businesses, seek support, ask questions, receive personalized recommendations, read reviews, and even make purchases—all

    • Next Page