Selling Benefits Over Features

When communicating the value of a product or service, it is far more effective to focus on the benefits it provides to the customer rather than its technical features. Customers are not buying the product itself; they are buying the outcome or the solution to their problem.

• Features are what a product is or does. They are facts about the product (e.g., "This software has a 256-bit encryption").
• Benefits are the positive outcomes or results that a customer experiences from using the product. They answer the question, "What's in it for me?" (e.g., "This software keeps your personal data safe from hackers").

The "So What?" Test

A simple way to translate features into benefits is to state a feature and then ask, "So what?"

• Feature: "Our app allows you to create interactive menus."
• So what? "You can create happy hour promotions and coupons."
• So what? "You can draw in new customers and increase revenue."

The final "so what" is the core benefit.

Why it Works

• Connects to Motivation: Benefits tap into the customer's core desires (e.g., save money, make more money, gain status, save time).
• Easier to Understand: Customers may not understand the technical jargon of features, but they immediately grasp the value of a benefit.
• Drives Action: Highlighting benefits creates a more compelling and persuasive message, making it easier to book a demo, make a sale, or convince a stakeholder.

This principle is a cornerstone of effective marketing and sales, and a key component of how to Tell a Great Story.