Features vs. Benefits Marketing Will – I'm late for dinner?
Stop telling your customers about horses (feature) when they are worried about the lack dinner (benefit). One of the biggest marketing mistakes is to talk about dinner features such as PS, if customers are concerned only advantages, such as at home.
What you are marketing – advantages and characteristics? Wake up and talk about what is important for your customers. Your engineers will function as PS. Do not worry about hurting your feelingsEngineers. Are not your customers.
If you are promoting services or functions? The question seems simple. The answer is simple. But many marketing make these mistakes. You probably know the difference between features and benefits aspect wrong, you may ask why focus so much on marketing.
If you are a marketing machine that has the features could be candy apple red, sky blue, moss green or charcoal. The benefits could be yousees red sexy, cool blue, green or gray inviting mystery.
The difference between features and benefits lesson was beaten at home by myself for a few decades earlier in my career before, when I worked in marketing for International Harvester. I was represented at the International Ploughing Match IH. I was excited to be on display tractor. My job was to explain all the features of the new tractor to the farmers.
I had the details of all savedTractor Models – PS, PTO, options, tires, etc. I could name the factory, where each model was produced. I am also willing to have forgotten the cue card with this information when I do. I felt ready, the farmers with technical knowledge of my wow tractors. Yes, I was also armed with features.
But I was shocked to data object, if a farmer with crooked teeth staring in my dissertation on horses and said:
"Can she draw a plow three sandy clay? ABenefit problem.
The question shocked me. I do not know the answer. I have no idea. And I realized that the issue was important. I do not know what the answer was important to the customer. The company I had not prepared for this. She had the facts – no relevance. There was nothing in the marketing brochures on the benefits only features.
If you do not know what is important to your customers, we talk about PS – if you are worriedthen stuck in the mud.
What is the tone that your customers are affected? Learning the nature of this tone. Talk to your customers and their concerns about the tone. Unlike the engineer who designed the tractor, nobody cares about horses. Customers interested in the sound, because what fuel costs and this is what makes them late for dinner.
Smart marketing is to know, understand and a conversation with customers about how yourProduct offers benefits to improve their quality of life.
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