Four Simple Rules for Pitching Product Benefits
Let's get one thing straight: a benefit is NOT a feature. A "feature" is something that the product or service has or does; a "benefit" is some positive change in the customer's condition as the result of buying. For example: a touch screen is a feature; not being forced to carry a keyboard is a benefit. Similarly, the safety roof on a car is a feature; not being injured in a rollover is a benefit. Get it?
The cool thing about benefits (when compared to features) is that customers tend to remember them longer. Why? Simple? They attach emotion to the benefit, which makes the message "sticky." Facts (i.e. features) just go in one ear or out the other (unless the customer figures out the benefit on his own.)
Obviously, you want to be talking about benefits when you talk about your products and services. But that's just the start. If you want those benefits to lead towards buying behavior, you should follow the following four simple rules:
- RULE #1. Keep them short. Most people can only hold three thoughts in their short-term memory at one time. If you try to have more than three, the customer will start forgetting them. If you can, get it down to two.
- RULE #2. Keep them unique. Make sure that any benefit that you present is unique to you and your firm. Example: "we're the only company that guarantees you a productivity increase" is better than "our product increases your productivity."
- RULE #3. Keep them concrete. The vaguer the benefit, the less likely it is that the customer will remember it. Example: "We decrease average inventory costs by 25 percent" is better than "we radically reduce your inventory costs."
- RULE #4. Keep them simple. Replace technical jargon with everyday language. Example: "connects you wirelessly wherever you need to be in touch" is better than "connects you wherever there's wideband 802.11."
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