I was so excited to set up my first marketing campaign. I had worked hard on setting everything up, making sure the graphics were right and the ads were all set to go.
I just knew that people were going to start flooding in when they saw how I could help them, but as you can imagine, that didn’t happen.
I couldn’t understand why no one was responding to my ads.
I knew people could really benefit from what I was offering, and it was at a fair price. I even had friends look at the ad before the campaign to make sure everything looked good. What was going on?
Turns out I was making one of the most common marketing mistakes.
Talking about the features instead of addressing how my offer would help people.
If the person seeing your ad or post can’t tell how what they are seeing helps them, they won’t stop to investigate more.
See, marketing is all about getting your message across to potential customers, but are you making the common mistake of focusing too much on the features of your product or service rather than the benefits it provides? If so, you could miss out on many potential sales.
Features vs. Benefits
Features are the specific characteristics of your product or service, such as size, color, material, or speed.
Benefits, on the other hand, are what the customer will gain or experience as a result of using your product or service. Benefits are what customers are really looking for when they make a purchase. They want to know how your product or service will improve their life or solve a problem they have.
Let’s say you are selling high-end photoshoots. The service’s features might include a high-resolution image by a professional that comes in both physical and digital copies. But these features may not mean much to a potential customer who doesn’t know much about photography.
Instead, they want to know how the photoshoot will benefit them. For example, When my dad passed away, I looked through all our photos to see if I had a quality photo of us I could put up, but I didn’t find any. I had taken the time to get a new headshot for my resume and online profiles. Why didn’t it occur to me to take an actual photo with my family until now? This benefit is much more compelling than simply listing the camera’s features.
Why Benefits Matter
Focusing on benefits rather than features is important for a few reasons. Firstly, benefits are what customers really care about. They want to know what’s in it for them and how your product or service can improve their lives.
Secondly, benefits help you differentiate yourself from the competition. If you focus too much on features, you’ll be competing solely on specs, which competitors can easily replicate. But suppose you focus on the benefits your product or service provides. In that case, you can set yourself apart and create a unique selling proposition. Finally, benefits make your marketing message more memorable and impactful. Focusing on the end result can create an emotional connection with potential customers, which is much more effective than simply listing technical specifications.
How to Emphasize Benefits in Your Marketing
So, how do you ensure your marketing message focuses on benefits rather than features? Here are a few tips:
- Identify your target audience’s pain points: What problems are they trying to solve, and how can your product or service help? Use language that resonates with them and speaks to their needs.
- Use storytelling: Instead of listing features, tell a story illustrating how your product or service can benefit the customer. Use real-life examples and testimonials to make the benefits more tangible.
- Use benefit-driven headlines and subheadings: Use headlines and subheadings that emphasize the benefits of your product or service rather than just describing its features.
- Highlight benefits in your product descriptions: Rather than just listing features, make sure to highlight the benefits of each feature. For example, if your product has a large battery, highlight the benefit of longer battery life.
- Focus on the end result: Ultimately, customers are looking for an outcome. Ensure your marketing message speaks to the end result they hope to achieve by using your product or service.
By following these tips, you can ensure that your marketing message focuses on the benefits of your product or service rather than just its features. This will make your message more compelling, memorable, and impactful, ultimately leading to more sales and happier customers.