Remember, a little while ago, I shared a FAB soap powder box as a reminder that people like features but love the benefits the features deliver.
In their rush to talk about themselves many businesses talk features without explaining the benefits those features deliver. One of the simplest way to focus on the benefit arising from a feature is to ask the question “which means?”
For example, a feature of a coffee cup is an insulated handle which means you don’t burn your fingers (an excellent benefit!).
So, here’s a snap (remember when that quaint word meant photo?) I took of the side of a furniture van. It lists a whole suite of features but nary a benefit.
For example, “budget friendly” which means “a great job at prices you can afford.”
Or, “end of lease cleaning” which means “so clean you’ll get your bond back.”
You could do this explanation with every item in that list. Oh, and by the way, notice that you can enlarge on a benefit with a few extra explanatory words (coz really you don’t really need to list the features).
Just sell the benefits!
How to Increase Profits by 800%
This is the cornerstone of great business and too often is overlooked in the pursuit of a profitable business.
Simple stuff you can apply now. Get it here
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