Features bring objections. Benefits bring transformation.
The biggest cause of customer’ objections is your own message.
your own message, delivered through any media and channel, can be the worst enemy of your marketing and sales efforts. We mean product literature, presentation slides, webinars, website pages, sales letters, sales calls, post on social media, whatever…
As a technology or manufacturing vendor, your message must be technical, because you have to make your customers understand what the product is and what it does.
But the more you articulate your message around features, the more objections your message will unconsciously induce.
“Why they tell that their product is based on technology XYZ? I don’t like XYZ.”
“Why is the tool white instead of black? I’d rather like dark colors.”
Vice versa, the core concept of your message should be much more centered on benefits, on the solution of customer’ problems. That is what really matters.
Want to do a quick-and-dirty assessment of your messages across multiple media?
Check it out under this perspective:
“Features” means talking about your product.
“Benefits” means talking about their problems solved.
Features bring objections.
Benefits bring transformation.