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Sell the Benefits of your Product, not the Features

It's so easy to get caught up listing the features of your product or service, but that's not why people buy; benefits are. Jay Conrad Levinson and Al Lautenslager explains the difference and why it's important in an edited excerpt, Sales Tip: Stop Listing Features. Tell Your Customers the Benefits, from his book Guerrilla Marketing in 30 Days.

A customer wants to know how their life will be better after buying your product - your product's benefits. They don't really care about the factual statements about your product - the features. True features create benefits, but Talk about benefits, not features.

How do you know the difference? Laura Clampitt Douglas helps explain the difference in her article Marketing Features vs. Benefits. Basically, a benefit answers "What's in it for me?".

Analyze your sales presentations and swap features for benefits. Check out these examples...

  • Locally owned -> Better service & stronger community
  • Natural ingredients -> Healthier you
  • Many customers -> Satisfaction
  • Established in 1916 -> Reliability
  • Live customer service on duty 24/7 -> Quick answers
  • Best cleaning tools and systems -> Cleaner home of office
  • ToDo lists and workflows -> Reduce stress

Use features to support benefits that provide emotional response, and you'll increase your sales.