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How to Sell Benefits Instead of Features and Increase Your conversions

Sep 8, 2022

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Benefits and features is the most commonly used expression in the world of business and especially in relation to sales. What does it really mean? And how are you supposed to differentiate between features and benefits?

For example, scalability. When a software product is able to be useful and relevant as your business grows does that make it a profit or a feature?

The distinction is often unclear, however coming to recognize the distinctions between the benefits and the features is really important for sales.

If you can describe each of these to your prospective customers and prospects, you'll have an better chance of proving your business's worth.

In this blog post this blog post, we'll discuss how to sell benefits and not the features. We'll also define each of these things, and talk about the most effective way to explain the features and advantages of your product to potential customers. So, let's get rollin'.

Benefits and Features: Defined

It's hard to get to the ins and outs of it without an understanding of the term first. So to start off, let's define what advantages and functions are.

What's the definition of an attribute?

Let's go against the order of alphabets here to begin with features. In business terms it is what it sounds like. The term "feature" is used to describe are essential features of a service that help to define what it is, what it does, and the purpose behind it.

Let's say, for instance, we want to take . A characteristic of is that it provides enterprising individuals and small businesses with the tools they need to monetize their WordPress websites.

What's the benefit?

Benefits are advantageis the way in which a feature of a product or service can improve a person's life in some way.

So, What Does it Mean to Sell Benefits, Not Features?

Consider the product or service that you use. Consider thinking about your own online business.

It is possible to describe its features pretty easily. What is your company's mission and how do you achieve it?

Benefits are a bit harder to define. Before you can describe benefits to your customers, there are two things that you should first know:

  1. The actual product
  2. The buyer's goals and challenges

Obviously, understanding your business is essential to be able to explain it. In addition, you have to understand what the customer wants and the obstacles they may face.

It's partly because each buyer is different and what one buyer could find to be beneficial may not necessarily the same for another potential buyer. Certain things that you consider to be beneficial might be totally irrelevant for someone else.

Here lies the main distinction between features and benefits: They are important for all buyers. However, benefits can differ from one person to the next.

It can be used for a variety of purposes. Our creators do things like:

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

And all these use cases offer different benefits. As an example...

  • Paywalling gives creators security that they can rest assured knowing that their work is safe from the unintentional eyes of others.
  • Having a built-in LMS is extremely easy for building out coursework.
  • Different membership levels permit an author to lure new members by offering some material at no cost.
  • The drip of content is what keeps people wanting more and keeps content fresh.

It is evident that to sell features, you need to know the service or product. To sell benefits, you need to be aware of the buyer who is purchasing it.

How to Sell Benefits Instead of Features

The bottom line is that the benefits are more dependent on the buyer more than the service or product in and of itself. It's about what the user's experience is going to improve from purchasing the product, rather than the things that the product does.

Is there overlap between these two things? For sure! The trick lies involved in the spinning of the information.

When you concentrate your discussion points on the benefits relevant to the person you're talking about, you'll find they're much more likely to be interested.

Following are a few tips you can follow when trying to market products based on their positive aspects.

Understand Your Customers

It's hard to overstate the significance of this particular point. For a convincing selling pitch, it is necessary know what aspects your customer is interested in.

If you're unable to comprehend the needs of your client (and many people don't believe they're understood by businesses they purchase from) You're likely to be in trouble.

Do Your Research

Collect data in order to determine the factors that make your clients tick. The "gathering" may take many sorts of forms, everything from surveys to interviews and listeners to social.

It is important to start out with the goal of finding out what that your clients want. Learn their hopes, dreams ideas, strategies, and thoughts.

When you've figured out your customer and what they're seeking If you know your customers and what they're looking for, you're well-positioned to sell your products or services to them. Customize the message. In the absence of this, it could come off as generic, uninteresting, or irrelevant in relation to the circumstances.

Focus on Pain Places

If you're trying to describe the advantages of your business It's a lot easier to think about your clients' pain points. In this way, you'll be in a better position to describe the advantages that solves and removes the problems.

Don't Overdo It!

Say you want to create an Facebook advert to market your online training course. It's around 1,200 x 1,200 pixels of area to grab and attract your potential customer. That's not a lot of available real estate therefore you have to be intentional.

Consider which benefits are most valuable to the client you wish to attract. Next, you can narrow your focus to the two or three areas you've identified.

If you provide too many benefits in one pitch, it could appear unauthentic or even confusing.

If you take ten minutes talking about the two benefits, you can be in great depth. If you're spending all of that time explaining two different ways that your company can tackle two key issues...

As I mentioned earlier, quality over quantity. Make sure you are precise, focused and specific. Customers are likely to thank you for it by making purchases.

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 with a wide range of membership levels from free to paid. It makes great use of the paywall in order to secure lots of top-quality video and educational content.

If you were Tom who was Tom, what do you think it would mean to promote the advantages of TheGuitarLesson.com as opposed to the features? What sorts of benefits does his business offer that merit selling?

The site's primary feature is quite clear. The site offers live guitar instruction online to anyone who signs up.

To some customers, a benefitof online guitar lessons may include accessibility. As an example, this advantage might appeal to people located in remote locations or people who have disabilities.

Accessibility is also an advantage for a client who does not have time to go out and do in-person lessons. Being able to take guitar lessons at any time and from anywhere could be a major advantage for customers having difficulties balancing their schedules.

Another benefitof the online lessons for music may be the privacy. For introverts not too interested in sharing their off-key efforts at chords in a classroom full of people, the privacy of lessons on the internet could provide an important gain.

Use a cheat sheet

Drilling down to benefits from the features may be difficult until you've got the knack of it. However, if you're trying to clear up any kind of confusion in marketing There's an old-fashioned method - the old traditional guide.

I created mine for looks, but an hand-drawn cheatsheet works similarly. Simply create an "feature" column alongside an "benefits of that feature" column. Then don your thinking cap.

It will be surprising how fast you'll make advantages when the features of your website are shown to you in this format.

Use Artificial Intelligence

If you really want to make the right choice (and who wouldn't! ) it is possible to leave the hard work to the machines.

The first template is called Feature to Benefit.

For Jasper's Feature to Benefit tool, simply write a brief description of your item and select a tone of voice.

Select "Generate AI Content", and then Jasper gives you the benefits that are that are related to your service. Seems too good to be real you think?

In the screenshot below, I have included a brief description of this very blog post, and, well, see for yourself:

In the case of longer-form content, the verdict is still out on Jasper. However, its output will require editing.

However, for shorter forms the tool is an excellent (and extremely inexpensive) source, especially the Benefits of Feature tool. You can click the button below for pricing info.

Conclusion

The process of starting an online business could be quite an exciting endeavor. It can also be difficult to differentiate yourself from your competitors.

But you've got this! Just focus your marketing messages on how your company's work could improve lives for people, and NOT the things your company is doing.

If you do this, you'll find yourself ahead of the crowd in no time.

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