Sell Benefits, Not Features

6 Chapter(s) 26 mins left in module

( 3 min ) Video(s)

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The first Framework that I would like to present to you is essentially that in marketing terms whenever you manage a brand, you will never sell its feature, you will always sell benefits. Bottom line: When managing a brand, sell benefits. Not its features. Let me explain. Let’s assume that you were in the business of selling a hand drill. Now, what would you sell? Would you sell the hand drill or would you sell the hole that the hand drill does. Now, if you go and ask the customers, they will always tell you, they never buy your hand drill, what they buy is the hole that the hand drill makes. Bottom Line: Hole is the benefit for which customers buy your hand drill.

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Description

When I was a kid, my mother fed me spinach claiming that I would become as strong as Popeye. It worked every single time.

Image result for spinach popeye

There's a lesson hidden here for brand managers. If my mother would have fed spinach to me saying that it's rich in iron, I would have never eaten spinach in my life.

As a brand manager, you must tell the features but sell the benefits. Feature is what it does and benefit is what it does for you.

To convert the features in to benefits, ask "so what?".

For instance,

Key Takeaways

1. People don't buy what you sell, they buy what they need.

2. Benefits talk about how the product can help the customer.

3. Always talk about product benefits in your brand communications.

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In the next chapter, understand the importance of being sensitive to the culture of your target customers.

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