Describing product features? Remember the benefits.
Marketers often get caught up explaining the features of a product, while forgetting to mention the ultimate benefits. What's the difference? A feature is a factual explanation of what a product is or does. A benefit describes how the customer's life will be better for having it.
Consider a new drug that offers once-a-day dosing. That sounds good. But prospects still have to think about why they would want that. The better marketer will link once-a-day dosing to a benefit, ideally one that is custom-tailored to the prospect:
For a patient, "That means you can take it with breakfast and forget it. No need to remind yourself later in the day."
For a doctor, "That makes it easier for patients to comply with the course of therapy you prescribe."
A smart marketer links features to customized benefits.
Just for Fun
Click here for a spot-on Onion parody newscast featuring DESPONDEX, the first-ever prescription depressant drug.
In a Word
Beware of sentences that begin "[Product/ Service] is ..."
There's usually a stronger, more energetic way to begin the same sentence.
For example, instead of: "[Product/Service] is a solution to the perennial problem of ...."
Try: "[Product/Service] solves the perennial problem of...."
Lively Writing, on Time and on Target
When you message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.