The distinction between Features and Benefits gives you the key to converting more sales.
Features describe what your service or product actually is.
They describe the buttons, widgets, locations and other details that give people an idea of what to expect from working with you or buying your product.
Benefits, on the other hand, tell people why they should care. They give people an idea of how your product or service is going to make their lives better.
And how you will make someone’s life better is the single biggest motivator in sales.
They give people an idea of how your work/widget will benefit them, especially their money, health or relationships.
If you can clearly state how your work will benefit your customers/clients in one or more of these three ways, you’ll make a much bigger impact and have more sales.
Remember, as with everything we do, this isn’t about convincing or coercing anyone. This is simply about clearly articulating what you do and why you do it. That will convert your Right People without you even trying.
For many of my clients, this is a difficult exercise. If you find that you’re struggling to find the language that describes your features or benefits, check out my post on How a History of Gaslighting Affects Your Marketing Copy.