A product benefit is the value that customers realize from a product or service. They are expressed in terms of customer needs, expectations. The distinction between the terms benefits and features is an important concept in developing and marketing a product or service. Features are. Actual factor (cost effectiveness, design, performance, etc.) or perceived factor (image, popularity, reputation, etc.) that satisfies what a customer needs or wants. market orientat Marketing strategists agree that brand awareness in any industry gives that company an edge.
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Use your laptop while you travel. Floor cleaner Kills Every product or service has a purpose. For example, the purpose of an oven is to bake raw food, but not all ovens have the same features and benefits.
The uniqueness of a product or service can set it apart from the competition. Features can communicate the capability of a product or service. But features are only valuable if customers see those particular features as valuable. You want products or services with features which customers perceive as valuable benefits. Given that benefits are ultimately more important to your customers than features, it is imperative that you understand the benefits your products and services provide, emphasize these benefits in your sales efforts, and update your products and services when new or additional benefits are desired by your customers.
Think about how automotive manufacturers advertise. They show images of happy families loading their kids, sports equipment, and toys into the vehicle. They emphasize the benefits above and beyond the features. Features always matter because they provide your customers with hints about how well your product or service will deliver its benefits.
Although benefits are generally more important than features, there are some times when features make all the difference:. Want to be up-to-date with the latest news and updates from Kauffman Entrepreneurs? On Wednesday mornings - learn, engage and connect with entrepreneurs in your community over a cup or two of coffee.
Kauffman FastTrac can help you clear the path from idea to business start. Access the tools, resources and guides necessary to start and grow your business — anytime, all online, at your own pace. Here are some other examples emphasizing benefits beyond the features: A Web site shopping cart vendor who offers hosted solutions to medium-sized businesses can emphasize the convenience and time-savings of not having to maintain a Web site. A carpet company might be more successful if it illustrated how its carpets could help create attractively decorated interiors.
Pictures of beautiful rooms could be more beneficial than a stack of carpet samples or a list of fabric features. A consulting company might focus its marketing efforts by highlighting its end product—improved performance and increased profits—not its consulting methods.
When products and services offer something to the customers that satisfies their needs and wants, that something is known as benefits of the respective products . One of the biggest traps a marketing writer can fall into is confusing features vs. benefits. Often when selling a product or service, copywriters. As these examples of features versus benefits show, nobody wants to buy spinach people want strength, vitality and Product/ Service, Feature, So what ?.