Features vs. Benefits

You can dramatically increase the effectiveness of your promotional piece by knowing the difference between features and benefits. Features are what’s good about you – what you have and what you offer. Examples are “I have this training,” or “I do X and Y.” It’s like the features of a car: air conditioning and great handling etc. Benefits are what you will actually do for a client – how it benefits them. So what if you have thirty years’ experience; how will you help them? Examples of benefits are “You will feel relaxed for the first time in years,” or “You will love the feel of this carpet on your bare feet.” Telling clients about benefits rather than features brings you into relationship with them and feels much friendlier. You can talk until you’re blue in the face about what you’re offering and how great you are, and the client may never connect it to who they are and what they need.

Note: this is not a black and white rule. There are times when it is important to advertise features. But, at least ask yourself if you can use benefits instead.