I’m passionate about marketing businesses through content creation. It’s exciting to talk about how I will create content versus what the result of creating the content will be. When I’m asked to talk about what I do, I jump right into talking about the features of my services rather than the benefits I offer. I do that on my website, too.
It’s an easy trap to fall into, but don’t do it. Conscientiously, and with intent, highlight the benefits you offer first. Clients and website visitors want to understand exactly what your services can do for them. They don’t care about your features. They want your benefits to generate more sales for them. They want their question, “What’s in it for me,” answered.
Provide a solution to their problem. Fix their pain. Share value.
Features versus Benefits
The business world is packed full of wonderful and talented freelancers. Most of us have no idea how to properly talk about what we do though. In order to accomplish this, we’ve got to understand the difference between the features and the benefits of our businesses.
What are features?
Features are how your products or services work. They are how the work is put together. They are the kind-of-boring facts about the products and how they actually work.
Look at an Apple iPod, for example. The feature of an iPod is storage for 1GB of MP3s, but the benefit of an iPod is being able to carry 1,000 songs in your pocket. Now you’re talking my language!
What are benefits?
Benefits are how your products or services help your clients. They are their problems that our products or services solve. They are the needs our products or services address or the pain you fix to help your clients.
Look at an Apple iPod again. When Apple launched the iPod, they marketed them like this: 1,000 songs in your pocket. I want my songs, and I want them now. Enter iPod.
The benefit of an iPod involves the emotion around owning an iPod. It’s how the iPod helps the customer, and how it makes their life better. It is the benefits that excite and appeal. They command or grab the attention of potential clients with the products sold or the services offered.
Entrepreneur’s Resource explains more about benefits versus features here.
If you’re struggling with how to talk about benefits instead of features, ask yourself this question, “What am I really selling? What’s the reason my client is interested in this service?” For example, I don’t sell content. I sell increased traffic, potential sales, generated income and more time.
People purchase with their hearts and minds. Address their emotions when you talk with them. They want to hear that you understand why they actually need you. They want to hear what you’ll do to help them reach their business goals. They want to hear about your benefits, not your features.
Rockin’ Robin Virtual Assistance features benefits of the content marketing kind. Want increased traffic, more sales, more income and more time? Call Rockin’ Robin at (307) 631-1867 or write firstname.lastname@example.org for a FREE consultation today.