Read on Twitter
1/ The feature / benefit discussion in marketing is a lot like learning any new hobby, learn the rules first before you break/adapt the rules.
Let me explain
(I cringed using that emoji)
Let me explain
(I cringed using that emoji)
2/ Most people new to marketing or promoting a product focus too much on features and not the benefit.
Classic case of: “We were founded in 1864 by my grandpa who made honey and lived on farm...we love high quality bla bla”
Just tell me how you help me!
Classic case of: “We were founded in 1864 by my grandpa who made honey and lived on farm...we love high quality bla bla”
Just tell me how you help me!
3/ But there is more nuance here. Here is when it may be good to talk about features vs benefits:
A) Commoditized products
B) Late I’m buying journey
C) Selling to early adopters
A) Commoditized products
B) Late I’m buying journey
C) Selling to early adopters
4/ Commoditized products like PCs or photo editing apps can use things like 16gb ram or ability to crop as relevant features.
People likely have clearer buying criteria for commoditized products, know what your product does, and can translate it into benefits themselves.
People likely have clearer buying criteria for commoditized products, know what your product does, and can translate it into benefits themselves.
5/ Late in the buying stage, people are relatively on board with your product but want to know everything they get.
-How many support hours?
-Can you do x?
-How many support hours?
-Can you do x?
6/ Early stage products naturally appeal to early adopters.
They’re likely more educated about the products and can discern better than your product can help them.
Feature discussion helps them and ultimately helps you find product market fit.
They’re likely more educated about the products and can discern better than your product can help them.
Feature discussion helps them and ultimately helps you find product market fit.
7/ With that said, talking about benefits is important and usually the best advice.
But it can just be you get benefit X via magic beans. You can get benefit X via features A, B, C.
But it can just be you get benefit X via magic beans. You can get benefit X via features A, B, C.
8/ General caveat: People skim and they especially skim when they are earlier in the buying journey.
Your website doesn’t need to be a treatise of how your feature works on the home page. But allow people to explore and dig if they want.
Your website doesn’t need to be a treatise of how your feature works on the home page. But allow people to explore and dig if they want.
9/ example lol of when you are over communicating benefits lol (or not even doing that!) See lamp pic: https://twitter.com/keano81/status/1343163528228839425
