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Example of Features
The main features of Microsoft Word, for example, are its word processing capabilities,
such as the ability to Save as HTML, use Templates and spell-check the document.
Even though customers want to know the features, they BUY the benefits.
Features relate to the seller, and benefits relate to the buyer.
Prospective customers ask themselves:
- How do I benefit from this product or service?
- Will it increase my sales, reduce manual operations, or improve my business?
You need to consider these questions and then write your material around these points.
Writing about Benefits
First off, look at the product/service from their perspective. When discussing
benefits, use the you language technique.
For example, let's improve this feature-centric statements with you
Our new product has 1000 time-reducing features
Product Z is user-friendly.
Our website has the fastest download times.
If you write this from the buyers perspective, it reads:
Youll earn $1000 a month.
Youll learn this accounting software in 5 minutes.
Youll save time by visiting our site.
Converting Features into Benefits
From now on, when you are writing sales material, try to convert dry features into
sticky consumer benefits. Your sales team will notice the results.