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How to Turn Your Features and Benefits into true Customer Value



Wooing your customer is like a dance - a strange dance that involves talking about their problems, and highlighting your solution, but then pulling back just enough to tease them to want to know before unleashing your sales pitch.


One of the biggest mistakes I see brands make in their messaging is not understanding the difference between their product's features, benefit and customer value and when to showcase them.


Traditionally companies would pitch their brand and stake their marketing around their features. "We have 35 years of this, 12 awards of that, and 5 large global offices full of experts." and while yes, this all sounds lovely - in today's Me Me Me market your customer will push your company to the back of the line.


Your customers are wired differently when it comes to making a buying decision depending on where they are in their buying journey.


Talking about your "how" rather than the "why" is the quickest way to lose your buyer at the beginning of their buyer's journey. And going on and on about your benefits at the end of their buyer's journey will confuse your customer and lose valuable trust.



What's the difference between your features, benefits, and customer value? Features are the attributes of your product or service these are often your ingredients, technical specifications, and methods of manufacturing.


For quick reference think of a Dog's Bed. Its Features may include:

  • 100% cotton

  • Stuffed bolsters

  • A removable cover with zips


If that was all you knew about the product you probably wouldn't be reaching for your credit card!

LL Bean Dog bed

Benefits, on the other hand, are what you can do with those features - its the how it solves the problem.


So in the case of the dog's bed:


  • 100% cotton is hard-wearing yet soft

  • Stuffed bolsters are supportive and comfortable

  • Removable cover makes it easy to clean


A good copywriter could whip up a quick tagline about why this dog bed is a good option, for example: "the perfect place for your four-legged friend to nest, nuzzle, and nap."


And now you're starting to talk the language of your customer, but it still feels incomplete — other dog beds could say the same and your message isn't unique or memorable.


Plus features can often get translated into fake benefits.


Fake benefits are benefits your customers aren’t interested in. They may feel like an advantage but they don't add any real value to your customer. For example 24/7 customer service. To find the real benefit, you have to ask So what?


The So What question takes your message one step further and joins the conversation in your customers head.


For example:

Apple iPad Feature: Responsive Magic Keyboard with built in track pad and backlit keys

So What? responsive typing experience

So What? More ways to work with the iPad

So What? So you can write your novel and rip through your inbox

So What? Work in any light

Asking "So what?" turns your feature into a benefit and a benefit into customer value.


This process becomes more valuable when you consider how your solution solves their immediate problem.


By placing your product or service in your customer's life (What does your solution look like in their lives?) and understanding the motivation or buying trigger behind the hunt for a solution ( Why does this matter to your customer now?) you can join the conversation in your customers head.


LL Bean Dog Bed














Use your Customer value to draw your audience in


Tell a visual story showcasing your Benefits to keep them engaged

add your Features to build trust and credibility



Did you find this issue helpful? If you want your team to find their own A-ha moments — Just forward this edition of Why Our Words Work! with an invitation to subscribe

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