All well-written marketing materials emphasize features. Sure, it’s nice to know “the what” of a product or service, but your customers are mostly interested in “the why” of your products.
When your marketing materials and ads sell the features, you leave the audience to extrapolate “the why” on their own. But it can be dangerous to leave your audience to figure out or assume to know the benefits of your products on their own.
As part of your overall marketing strategy, never stop at the features. Continue directly to the benefits and help your audience understand why they need or want the benefits your product has to offer.
Here are some examples of turning “the what” into “the why.”
Feature: It’s long lasting.
Benefit: This atomic flashlight will outlive you – even if you’re only four years old.
Feature: It’s faster.
Benefit: You’ll never again wait for another web page to load while you stare at a blank screen.
Feature: It will organize all of your financial records.
Benefit: Lack of receipts and records cost the average American $538 in tax deductions a year. Do you want to lose $538 again this year?
Feature: We’re trustworthy.
Benefit: The kind of financial advice you’d want for your rich uncle.
Features are nice, but the benefit is where the emotional connection exists. And it’s with that emotional connection that the consumer will find motivation to buy from you.
Finally, you don’t always have to use words to describe the benefit. Sometimes your visual can make the point with as much, if not more, emotional strength.
