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How to Sell Benefits Instead of Features to increase your conversions

Sep 8, 2022

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Features vs. benefits - that's the most commonly used phrase in the business world especially when it comes to sales. What does it really mean? What is the best way discern between features and benefits?

As an example, scalability. If a product tends to be useful and relevant in the course of your company's growth can you say that it is a positive or an advantage?

It is not uncommon for the distinction to be blurred, but coming to understand the differences between the benefits and the features is crucial for selling.

If you can describe each of these points to your prospective customers, you'll have a much more success in proving your company's value to them.

In this blog post, we'll address how to market benefits, not the features. We'll also define each of these terms as well as discuss the best way to describe the advantages and benefits of your service to prospective customers. So, let's get rollin'.

Benefits and Features: Defined

It's tough to dig into the details without a working definition first. So to start off we need to define what the advantages and functions are.

What's a feature?

Let's break out of the order of alphabets here and start off with things to consider. In terms of business the term "feature" is precisely what it sounds like. features are the primary features of a service which aid in defining what it is, what it can do, and also its purpose.

As an example, let's consider . One characteristic of it is that it gives entrepreneurs and small businesses with the necessary tools to monetize their WordPress websites.

What are the benefits?

Benefits are advantageis the way in which a product's or service's features actually enhance the lives of people in some way.

Then, what does it Mean to Sell Benefits, Not Features?

Consider the product or service that you use. Or better yet, think about your own online business.

You can probably describe its features pretty easily. What does your business do, and how does it do it?

Benefits aren't easy to explain. Before you are able to describe advantages to your clients first, you must understand two points you need to understand first:

  1. The product itself
  2. Goals and issues for the buyer

Naturally, knowing your company is essential to be competent in explaining your business. Beyond that, you need to understand what the customer wants and the obstacles they may face.

It's partly because the buyer's needs are different for each What one individual may find advantageous isn't necessarily beneficial to another potential buyer. Some things you'd consider benefits could be completely irrelevant to someone else.

This is the primary distinction between features and benefits. The benefits are applicable to all potential buyers. The benefits, however, may be different from person to person.

In particular, it can be utilized in a myriad of ways. The creators of our software do things such as:

  • High-quality Paywall content
  • Make different levels of membership
  • Create "buffet" style membership sites
  • Give their customers coupons with customizable options
  • Then on.

Each of these uses offer different benefits. Like...

  • Paywalling allows creators peace of mind that their content is protected from the unintentional eyes of others.
  • Having a built-in LMS allows for a remarkably simple process to build out your coursework.
  • Different membership levels permit a creator to entice new users by providing material in exchange for free.
  • The drip of content is what keeps people returning for more, and ensures that content is always fresh.

In order for selling benefits, it is essential to be aware of the product or service. For selling advantages, it is essential to be aware of the buyer who is purchasing it.

How to Sell Benefits Instead of Features

So, the bottom line is that benefits are dependent on the buyer more than the service or product that it provides. It's about how the customer's life will improve after making the purchase and not the specific things that the product can do.

Is there overlap between these things? For sure! The trick lies in the spin of the facts.

If you focus your talking points on the benefits relevant to a specific person and you'll discover they're more likely to be interested.

Following are a few tips you can follow when trying to sell an item based on its advantages.

Learn to Know Your Customers

I can't overstate the importance of this point. In order to make a successful sales pitch, you need to understand the things your customer is interested in.

If you're not able to understand your customer (and most people do not think they are understood by the companies they buy from), you're in trouble.

Do Your Research

Gather data to figure out what drives your customers to click. This "gathering" can take all kinds of forms - everything from surveys to interviews as well as listeners to social.

The goal is to set out with the goal of figuring out what it is the customers would like. Find out their dreams, hopes, thoughts, and schemes.

Once you understand your customers and what they're looking for You'll be able to promote your service or product to the people they are. Make it personal. If not, it may appear generic in nature, boring, or unrelated to their circumstances.

Pay attention to Pain Then, focus on the Pain

If you're trying to describe the advantages of your business It's a lot easier if you consider your customers problems. In this way, you'll be in a better position to explain the benefits which addresses and eliminates these problems.

Don't Overdo It!

Imagine you're planning to make an Facebook ad to promote your online course. There's about 1,200 x 1,200 pixels worth of area to grab and catch your customer. It's not much space to play with therefore you have to be intentional.

Consider which benefits are most relevant to the customer you want to target. Then drill down to address those one or two areas.

If you provide numerous benefits within a single pitch it may appear unauthentic or even confusing.

If you spend ten minutes discussing two advantages that you have, you are able to get into a lot of detail. If you're spending all of that time explaining two different ways that your company can solve two of the biggest issues...

Well, like I said, quality over quantity. Focus, be precise, and precise. Customers are likely to appreciate it when they make a purchase.

A Case Study TheGuitarLesson.com

Imagine you're Tom Fontana, the owner, proprietor, and guitarist-extraordinaire of TheGuitarLesson.com, a -based online business.

Tom's site features over 300 video lessons, available in a range of levels of membership, from the free level to the paid. The site makes the most of the paywall in order to secure the high-quality videos as well as instructional material.

In other words, if you were Tom What is it that you would do to market the benefits of TheGuitarLesson.com instead of the services it offers? What sorts of benefits does his company offer that merit marketing?

The site's primary feature is quite clear. It's a website that provides online video guitar lessons to anyone who signs for an account.

For some students, the one of the benefitsof online guitar classes could be access. For example, this benefit may appeal to students who live in rural areas, or those who have disabilities.

Accessibility would also be beneficial to the customer who isn't able to travel and take individual lessons. Being able to take guitar lessons anytime and anywhere could be a major advantage for customers having trouble clearing their calendars.

Another advantageof online lessons in music could be security. For introverts not too keen on sharing their off-key efforts at chords in the other students in the class and their parents, privacy in lessons online could be a significant gain.

Use a cheat sheet

Finding the best benefits of options can be confusing until you get the knack of it. However, if you're trying to get rid of any sort of marketing confusion There's an old-fashioned method - the old outdated Cheat sheet.

I created mine to look nice, however you can draw a cheat sheet similarly. Simply create a "feature" column alongside the "benefits of this feature" column, and don your think cap.

You'll be surprised how quickly you can create advantages when your site's functions are explained in this manner.

Use Artificial Intelligence

If you really want to take the easy route (and why wouldn't you? ), you can leave all the work to machines.

One of these templates can be literally described as "Feature to Benefit.".

If you want to use Jasper's Feature To Benefit tool, simply enter a short description of your item and choose a tone of voice.

Select "Generate AI Content", then Jasper provides you with an array of advantages associated with your product. Sounds too good to be real isn't it?

In the image below, I've included a quick explanation of the blog post. And, you can see:

If it's about longer-form content, the verdict is still out regarding Jasper. Its output does require some editing.

But for short form the tool is an excellent (and surprisingly inexpensive) tool - particularly the Benefits to Feature tool. You can click the button below to get pricing information.

Conclusion

Starting an online business can be an exciting and thrilling endeavor. It can also be difficult to distinguish yourself from other businesses.

But you've got this! Make sure to focus your marketing message on the ways your company could improve lives for people instead of what it is your business is doing.

Follow this advice, and you'll be way ahead of your peers quickly.

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