How a Simple Angle Change Netted 5 Figures With One Email
Stop selling your products!
What the hell? Wait, I’ll explain.
My point with that opening line is that you should stop thinking that you’re simply selling product X or Y.
People aren’t really buying a tangible product. They are buying value, happiness, a solution to problems, and alike.
The founder of Revlon, Charles Leveson, has described their strategy as: “In the factory we make cosmetics; in the store we sell hope.”
Don Draper also said it very well:
Features vs Benefits
Really understanding the difference between them can have a HUGE impact on your marketing strategy.
By simply changing the angle of one email from just stating the features to focusing on benefits, we easily generated $17,456.40 from a really small list (notice a 28,57% CTR to conversion rate).
Now, what’s the main difference between features and benefits?
When you describe the characteristics of your products, those are features.
These are plain facts – functionality, color, size, weight, and so on.
These elements are important in the product stage. But when a customer lands on your product page, they are thinking only one thing – what’s in it for me?
While stating the features is important and necessary, the benefits are what will answer that question and sell the product.
Benefits will fulfill the customer’s needs.
Examples of Benefit-Driven Marketing
Let’s take a look at some examples from both a feature and benefit perspective.
Remember the iPod?
How would most companies market this? Hey it has 1 or 5Gb of storage. So what?
Instead, Steve Jobs introduced the original iPod using the slogan “1000 Songs in Your Pocket”.
Steve Jobs introducing the first iPod
Of course, Apple had created a product with great user experience.
The intuitive iPod UI, the clickwheel and very compact and stylish design.
Their marketing campaign has always been seen as “cool”.
The iPod ads focused on hip lifestyle and made things very entertaining and fun. That’s a big benefit right there.
How To Describe Product Features as Benefits
- Make the list of features
List all the factual things about your product.
- Who is your target audience?
Who are they exactly? Do they already use similar products? If so, what would it take for them to switch to your brand?
- What benefits are meaningful to your target audience?
The simplest way is to ask your customers what they think but also be sure to do some brainstorming yourself.
- Turn features into those benefits
How do those features fulfill your customer’s need?
Now, our point with this article isn’t to convince you that you shouldn’t focus on features at all.
The main point is that features shouldn’t be, in most cases, the main selling point of your messaging.
The average consumer is busy and distracted.
The average attention span is tanking and humans have a shorter span than gold fish.
You shouldn’t be leaving your customers to connect the dots and figure out why your product is valuable and how it’ll make their life better.