| People misunderstand features and benefits. I don’t | | | | simply a feature or features that other products lack. |
| mean you don’t know what they are. Everyone | | | | So there might be many people who likes steel belted |
| knows what a feature and benefits is. Basically, | | | | or others double ply. But what if you are the only one |
| features are those which pertain to attributes of your | | | | with both? This factor of exclusivity really pulls people |
| product while benefits tell what it does for your | | | | in to buy from you. |
| prospect or customer. | | | | The third level is the benefit. What does the product |
| Most gurus in direct marketing will tell you to “Forget | | | | do? Probably, if you have double ply and steel belt, you |
| about features, focus on benefits.” And that | | | | may have better breaking power. You may be able to |
| “Features tell and benefits sell.” But those | | | | make turns quicker. The car handles better. You are |
| statements are not exactly accurate since there is | | | | safer in rain or snow. So you put those benefits |
| really a need to be able to mix the two together to | | | | altogether and form the third level. |
| succeed in your internet marketing business. | | | | Finally, you have to include ultimate benefits, which are |
| When you are capitalizing only on the benefit, there is | | | | better described as the benefit of the benefit. How |
| really no uniqueness that can be derived from it. For all | | | | many people remember the Michelin tire commercial |
| you know, everybody in the field is probably lobbying | | | | where it opens up and there’s a baby sitting in the |
| customers’ loyalty for the same benefit. The | | | | middle of the tire? That is the ultimate benefit. “Buy |
| feature is often where we derived the uniqueness. So | | | | my product and you won’t kill your baby.” And I |
| there is actually a spectrum. You don’t just do | | | | don’t mean that as a joke. That’s what they |
| benefits. If you want to give your copy verisimilitude of | | | | are saying. If they came out and said it that way |
| multitude, a richness and believability, you go up the | | | | it’s crude ad disgusting, but that’s what |
| spectrum. | | | | they’re saying. |
| And here are the levels synonymous to a pyramid. | | | | In business-to-business (based from tires example), the |
| First is the feature. A feature is something the product | | | | real benefit is that it will save gas and get packages |
| is or has. That’s the precise definition. Tires | | | | there on time. But on a fleet manager working for a |
| companies like Goodyear and Michelin are good | | | | guy who owns a company, the real benefit is my boss |
| examples. A feature of a tire might be in a commercial, | | | | will be happy. I’ll look good to the boss. And the |
| “It is steel belted.” Another feature might be, | | | | cliché line is: “You’ll be the hero of your |
| “It is double ply.” | | | | company.” That’s not a good way to say it but |
| The next level consists of an advantage, which is | | | | that’s the benefit of the benefit. |