• Skip to main content
  • Skip to secondary menu
  • Skip to primary sidebar
  • Skip to footer
  • Marketing Tactics vs Marketing Strategy
  • Advertising and the Major Sale
  • Niche Marketing

Beyond Niche Marketing

When you focus upon a unique target market, you improve performance while reducing costs.

  • About the Author
    • About the Book
      • Beyond the Niche
  • Niche Marketing
    • How to Identify Your Niche Market

Features vs Benefits

November 26, 2013 by Kathryn Hendershot

Want your content to be a marketing superstar? Focus on benefits instead of features.

Creating benefit centric content is harder than it sounds.  It may be the most difficult part about content marketing.

Sales trainers teach aspiring sales people, “Features tell – while benefits sell.”

The key to closing sales is to focus upon benefits instead of features. The same is true for your marketing content.

It can be tough to tell the difference between features and benefits. Even pros confuse features with benefits. I noticed this mistake on a box of facial cleansing wipes. On the side of the box in bold print was the following:

4 Benefits in Every Cloth

  1. Cleanse
  2. Exfoliate
  3. Tone
  4. Hydrate

Did you notice a problem with that list?

These are all features – not benefits. Cleansing, exfoliating, toning and hydrating are all FEATURES.  Despite the label, these features are not benefits.

Do consumers know the benefits of each of those features? This company thinks so. They may be right. Sometimes consumers can figure out the benefits without your content’s help. There’s a danger in taking this path though. Leaving consumers to figure out the benefits means you might lose the sale. It’s always better to guide the consumer through the benefit process.

The Why Behind the Buy:

Since the list above is not a list of “benefits” – let’s see what the benefits of these cloths are.

The benefits of the cleansing cloths would include:

  1. Younger looking skin
  2. A radiant, youthful glow
  3. Smoother, firmer skin
  4. A more beautiful you.

FEATURES describe the cloths and what they do. They clean your skin, they exfoliate, they tone and they hydrate.

BENEFITS describe why the features matter to a buyer.

Women who purchase this product aren’t buying the features listed. They’re “buying” is younger, better looking skin.

What benefits are your customers buying?

Filed Under: Content Marketing Tagged With: Advertising 2.0, copywriting, emotional selling, features vs benefits, selling

Primary Sidebar

More to See

Branding as a bonding experience

How strongly are your customers bonded to your business?

September 14, 2006 By Kathryn Hendershot

Way Beyond Boring: Advertising as fashion

September 13, 2006 By Kathryn Hendershot

Tags

Advertising Advertising 2.0 advertising and marketing for small business owners advertising and the web Advertising Effectiveness Affordable Small Business Marketing Strategies Beyond Marketing blog blogging and branding branding branding and entrepreneurs building trust business building business marketing strategies business owner creating a product for a niche audience customer's reasons for buying Customer Service free PR major sale marketing campaign marketing magic marketing messages marketing plan marketing strategy niche market Niche Marketing niche marketing for small businesses niche marketing strategy niche marketing wisdom PR small business small business advertising small business advertising solution small business marketing small business marketing consultant Small Business Marketing Strategies Small Business Marketing Success Online social marketing target audience the long term value of a customer transparency viral marketing viral video word of mouth advertising

Footer

Text Widget

This is an example of a text widget which can be used to describe a particular service. You can also use other widgets in this location.

Examples of widgets that can be placed here in the footer are a calendar, latest tweets, recent comments, recent posts, search form, tag cloud or more.

Sample Link.

Recent

  • Finding Your Niche Market
  • Marketing is more than you think
  • Features vs Benefits
  • Why you need a niche marketing strategy for your business
  • Niche Marketing Strategy for Small Businesses

Search

Tags

Advertising Advertising 2.0 advertising and marketing for small business owners advertising and the web Advertising Effectiveness Affordable Small Business Marketing Strategies Beyond Marketing blog blogging and branding branding branding and entrepreneurs building trust business building business marketing strategies business owner creating a product for a niche audience customer's reasons for buying Customer Service free PR major sale marketing campaign marketing magic marketing messages marketing plan marketing strategy niche market Niche Marketing niche marketing for small businesses niche marketing strategy niche marketing wisdom PR small business small business advertising small business advertising solution small business marketing small business marketing consultant Small Business Marketing Strategies Small Business Marketing Success Online social marketing target audience the long term value of a customer transparency viral marketing viral video word of mouth advertising

Copyright © 2021 · Magazine Pro on Genesis Framework · WordPress · Log in