Great! We’ve got your header & sub-header!
Now we’re moving on to the product benefits & features.
It’s time to clearly tell customers how your offerings are going to have a positive impact on their life.
We’re going to be answering…
→ What’s in it for them?
→ How do your offerings benefit them?
→ What outcome will a customer get out of your offerings?
→ How will your offerings improve their lives in a tangible way?
→ What problems do they solve?
→ What does your customer want?
→ What are your customer’s pain points?
Let’s quickly establish the difference between a feature and a benefit.
Feature:
– A specific part or quality of your product
– Tells customers WHAT the product is, has, or does
– Gives information on the product’s details, be it physical, functional, or technological
– Based on facts
Benefit:
– Describes the positive impact the feature has on the customer’s life
– Tells WHY the product feature is relevant to them
– Explains the value or improvements it can add to the life of the consumer
– Establishes an emotional connection
Features and benefits are both important.
– Acme Fitness Center –
Features
→ Weekend classes offered, one-on-one coaching
→ A locker room equipped with towels
→ Complimentary protein bars
Benefits
→ Weekend classes will fit a busy work schedule.
→ Personalized coaching will increase motivation and accountability.
→ A stocked locker room will make the experience enjoyable and increase motivation to return.
– Top Dog Daycare –
Features
→ 2,500 square feet of play area
→ Five dog handlers on every shift
→ Complimentary dog treats
→ Oversized sleeping cots
Benefits
→ A large play area allows each dog to move around more easily.
→ Five dog handlers on every shift means that each dog receives plenty of attention.
→ Dog treats and sleeping cots mean each dog will enjoy being at the daycare.
– Rainy Day Raincoats –
Features
→ Waterproof fabric
→ Insulated pockets
→ Two hidden pockets
Benefits
→ Waterproof fabric keeps the wearer dry in heavy rainstorms.
→ Insulated pockets keep cell phones dry.
→ Hidden pockets allow consumers to stash money and valuables.
– On-the-Go Travel Coffee Cup –
Features
→ Insulated
→ Full-size coffee cup
→ Fits in car cup holder
→ Spill-proof lid
→ Dishwasher safe
Benefits
→ Insulation will keep cold drinks cold and hot drinks hot.
→ Full-size will hold a large amount of fluid.
→ Fits in a car easily and won’t spill so it’s great for traveling.
→ Dishwasher safe makes it easy to clean and reuse.
The next section is broken down into a series of steps.
Step 1: Features
Step 2: Functional Benefits
Step 3: Emotional Benefits
Step 4: Deeper Benefits
By the end of this section, you’ll have created 3 compelling reasons your customers should choose your offerings.
Features are objective qualities that give your customer the proof behind the promise you’re making.
A feature can be any of the following:
→ a statement that describes a factual aspect of your product
→ the description of a function your product can perform
→ technical specification of a design, its raw material, etc.
→ a product’s function, without reference to how this function can help
→ a specific craftsmanship, skill, or technique employed in the process
JOURNALING EXERCISE
Write a bullet point list of any features that come to mind.
Make sure to include features that…
–> your audience cares about
–> make your business different from others
–> are recurring in all of your offerings
People are looking for a solution to their problems.
Benefits are what people will experience as a result of using your offerings.
A benefit is a combination of:
→ The effect it has on your customer
→ How they feel because of this
Ask yourself…
→ What does the feature do?
→ What effect does this have on my customer’s life?
→ Does this cause a positive emotion or eliminate a negative emotion (or both)?
→ Why did I include or create this feature?
→ What is the direct impact it has?
→ What problem does it solve?
Some functional benefits to consider (but be specific about HOW it achieves those general benefits)…
→ Works better
→ Helps you be healthier
→ Sensory appeal
→ Simplifies your life
→ Saves you money
→ Stay connected
→ Makes you smarter
→ Helps your family
→ Experience
JOURNALING EXERCISE
Write a functional benefit for every feature you listed.
Essentially you’ll be answering…
“This is what you can experience [benefits] with our product, and here is how we do this for you [features]”
Consider using the following format for simplification:
[Feature] so [Functional Benefits]
Make a list of the ways in which your benefit makes your customer feel.
The key is empathy. Make customers feel understood.
Ask yourself, how are you helping people…
→ Accomplish their dreams and goals?
→ Fulfill their deepest desires?
→ Reduce pain and suffering?
→ Simplify their life and making things easier for them?
How does that benefit make your customer feel?
Some emotions to consider are…
→ Feel optimistic : Inspired, Motivated, Successful, Special
→ Feel free: Interesting, excited, alive
→ Get noticed : Playful, cool, popular, trendy
→ Curious for knowledge : Informed, competent, wisdom, smarter
→ Feel liked : Friendly, intimate, happy, like-able
→ Feel comfortable: easy-going, nurtured, compassion, relaxed
→ Stay in control: Respect, safe, reliable, trust
→ Curious for knowledge: informed, competent, wisdom, smarter
Some more feelings to consider includes…
→ Loved, Nourished, Nurtured, Cared for, Connected, Supported, Belonging
→ Attractive, Sexy, Romantic, Aroused, Desired
→ Adventurous, Excited, Lively, Alive, Motivated, Energetic
→ Creative, Inspired, Expressive
→ Confident, Assertive, Strong, Proud
→ Brave, Courageous, Challenged
→ Flexible, Adaptable, Free
→ Knowledgeable, Capable, Helpful, Successful, Insightful, Wise, Intelligent, Accomplished, Quick, Experienced
→ Aligned, Peaceful, Relaxed, Calm, Comfortable
→ Unique, Original, Special, Rare
→ Luxurious, Pampered
→ Healthy, Athletic
→ Altruistic, Ethical, Honest, Principled, Supportive, Kind, Accompanied, Trustworthy, Honorable, Cherished, Held accountable, Trustworthy, Reliable, Dependable, Consistent, Reasonable
→ Fun, Funny, Amused, Entertained
→ In control, Independent, Productive, Effective
→ Powerful, Influential, Important, Impactful, Acknowledged, Recognized, Valuable, Respected
→ Assured, Safe
→ Spiritual, Transcending
JOURNALING EXERCISE
Write an emotional benefit for every feature you listed.
You’ll be answering…
“This is what you can experience [benefits/ emotions] with our product,
and here is how we do this for you [features]”
Consider using the following format for simplification :
[Feature] so [Functional Benefits] and you can feel [Emotional Benefit]
We’re almost done gathering the features & benefits!
Let’s just dig a little deeper into the “why”.
Ask yourself…
→ Who is my target audience or ideal customer?
→ Why would they want that benefit?
→ What are their deeper reasons?
Deconstruct every benefit into deeper benefits.
Let’s try the “5 whys” technique to drill down to the core desires that are being met.
Don’t use abstract language.
For example, if customers are looking for “success,” define success in concrete terms…
→ What exactly do they want? More money? More prestige?
→ And if so, why? A bigger home? A nicer car?
→ And why do they want those things? To please their families? To impress their friends?
→ And why do they want to do that?
Keep going until you’ve described really specific benefits that feel important and true to you.
JOURNALING EXERCISE
Write a deeper benefit for every feature you listed.
Consider using the following format for simplification :
[Feature] so [Functional Benefits] and you can feel [Emotional Benefit],
which allows you to [Deeper Benefits].
Now let’s make sure your answers are polished, easy to understand, and well-written.
Choose your best 3 features.
Make sure to choose features & benefits that apply to your store and ideally ALL of your offerings.
These are the answers that will appear on your profile (they relate to your overall brand).
Above each feature & benefit, you’ll have a sub-header that summarizes the concept.
In every answer, make sure you include…