Interestingly, most people are unable to distinguish between them. But fear not! We are going to show you 3 easy ways to tell the difference between benefits and features.
1 – What’s in it for me?
Internet marketing resources tell us that we need to always provide a benefit to customers. As such, one of the first things you need to see is who the benefit or feature is for. For example, when purchasing a digital camera, you need to ask yourself, “What’s in it for me?”
A CMOS sensor in a camera is a great feature but if it doesn’t do something for you, it’s just another feature. However, in the same camera, a 12-megapixel camera that allows you to capture high-resolution photos like never before is a benefit because there is something in it for you. Phrasing it so was probably part of the small business marketing strategy.
2 – See if it solves a Problem
Sometimes, you need to ask yourself, does it really solve my problem? Using the same camera example, would a 4-inch LCD, as opposed to a 4-inch LED, really solve any problem? If it cannot, it’s just another feature; probably another small business marketing strategy.
In another example, if you are on an online flower store and you have an Internet marketing resource such as 24/7 deliver, it is a feature. However, if it solves a problem you have, such as availability, it automatically becomes a benefit. Remember, it is only a benefit if it actually helps you in any way, shape or form.
3 – Which means that…
Looking at a product description is usually enough to tell us whether something is a benefit or feature. This is why many businesses see proper packaging as an important part of a small business marketing strategy. However, when you cannot, try adding the above sentence at the end of every feature you see. For example:
- Features a large 8-inch subwoofer.
- Features a large 8-inch subwoofer, which means that you hear perfect bass without any distortion.
Anything after that sentence – which means that – is a benefit. Anything before that is a feature.
As such, you need to always read the packaging and ask yourself questions. Most importantly, if it helps you, benefits you or solves a problem, it is likely a benefit. If you have a marketing resource such as a help desk, and it is always there, even if nobody uses it, then it is a feature until someone uses it; in which case it will become a benefit for them.