Why Your Product’s Benefits Matter More Than Its Features

by Mar 30, 2022

Have you ever heard the phrase “Features tell, but benefits sell?”

Being told to sell the benefits of your program or service can sometimes leave you scratching your head. That’s because the benefits of something aren’t always obvious, but the features are easy to spot. You may have to do a little digging to really figure out why your client should even care about what you’re selling.

Talking about all the great things inside your new program, training, or product is a breeze and it’s definitely important for people to know exactly what you’re selling. That’s why you say things like:

  • “6-week self-study course!”
  • “Includes workbooks and live training.”
  • “Members-only discounts.”

Those are great features for sure, but would any of those things really convince your customer to buy it?

People are looking for transformation. They crave things that are going to change their life by making them richer, faster, thinner, better, or more attractive. Those are the promises they want to know more about. How will your product or service benefit them?

Believe it or not, the features don’t matter much.

Benefits answer the question “So what?”

Benefits provide the “so what” of the features. Pick a feature of your product or service and then ask yourself why that feature would matter to someone.

What’s so great about that 6-week self-study course you’re running? Why should your reader care or choose it over another?

  • Because she’s busy and needs to work on her own schedule, not yours
  • Because she’s already studied shorter, less comprehensive courses and needs more in-depth information
  • Because she prefers to learn on her own, not in a group

Why should anyone care that your program comes with workbooks and live training? What are the benefits of having those?

  • Your students can put what they learn into action right away with workbooks
  • They can get their specific questions answered immediately during live training
  • They can work through complex issues with the help of you and others in the group

Benefits go much deeper. They don’t just tell your prospective client about what’s in the program; they paint a picture of why the product is perfect for them at this specific moment in their life and career.

That doesn’t mean you shouldn’t share your service’s features. The trick is understanding how features and benefits work together in sales copy as two halves of a statement. For example:

“My 6-week self-study course gives you the flexibility to learn at your own pace when it’s convenient for you.”

This powerful feature/benefit combo is often the basis for the bullet points you see in sales copy, which makes them easy to write, too.

You might have a dig a little to figure out the benefits of your product. What REALLY matters to your customer?

Drill down to the real benefits

When you sit down to write your next sales page, start by listing all the features of your product, then for each one, go back and ask yourself “So what?” How will this change someone’s life?

But don’t stop there. Dig even deeper to uncover the why behind the why. The more layers you can uncover, the closer you’ll get to your client’s real problem.

Why should it matter to someone that your 6-week self-study course allows them to learn at their own pace when it’s convenient for them?

Maybe having that flexibility means they don’t have to worry about getting to the webinar on time. Rather than being forced to plan their schedule around a webinar or other live training, they can plan the webinar around THEIR schedule. They can watch and learn at a time that works for them—whether it’s early in the morning when they’re most attentive, or later in the evening after the kids go to bed.

Now you’re giving your prospective client a way to learn from you without sacrificing time with their family or other obligations. That’s a benefit other courses may not provide.

Make Them Feel Understood

Even if you’re not selling something that’s 100% unique, knowing how to highlight the benefits of your product or service will always attract more buyers than simply talking about what your product is or how it works.

A sales page only converts when the reader feels like you understand where they’re coming from. If they trust that you recognize their problem, they’re more likely to believe you can fix it.

Make a habit of translating your product’s features into benefits for your customer. Start by looking at what you’re selling right now. Are you promoting what your product is, or are you selling how it will change your customer’s life?

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