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Features vs. Benefits & Where The Real Money Is Made

By Mark Garland

Republish: EasyPublish™ Published: 22Apr2008 Word count: 505 Viewed: 139 time(s) Get Free Content For Your Site

Whenever you have a product or service that you are offering to the public, there is usually a description of the features and the benefits of the product in question. The features of the product describe exactly what the product is. The benefits of the product describe what the product does.

For example, let's say you were marketing an IPOD. Well the feature of the IPOD would be that it can store up to 80 gigabites of music and video. The benefit of the IPOD is that you can take your music and video wherever you go without having to take your computer with you.

It is important that you include both the features and the benefits of the product because they are both necessary in order for a target prospect to make an informed decision as to whether he or she is going to purchase your product or not.

That being said, remember this very important principle...

Facts tell, stories sell.

The features of the product are the facts. The facts tell you more information about the product. The benefits of the product are the stories. The stories sell you on the product. One of the biggest mistakes people who don't understand marketing make is that they use their marketing to go over all of the features of the product and don't spend enough time focusing on the benefits.

For example, if you are selling an e-book, it's fine to let the prospect know that the ebook is 85 pages, include some of the chapters and topics that the ebook covers and let them know that the ebook is in PDF format. All of this information is important and a prospect cannot make a buying decision without knowing this vital information. However, this information is not what's going to make the prospect make the decision to buy.

Remember what I said before, facts tell, stories sell.

What will make the prospect make the decision to buy is by sharing the benefits of the e-book. You want to share what the prospect is going to be able to be, do, have and experience as a result of purchasing this e-book.

I was reading a sales letter the other day and here's a line that gives you a perfect example of a powerful benefit. The line was in all red letters and it said the following:

"Here's how you can turn your passion or hobby into a 6-to-7 figure income"

Think about it.

Who DOESN'T want to earn a 6-to7 figure income doing what they love? Everybody would like to make that type of money doing what they love. That's what makes this benefit very powerful. You want to make sure that you do the same in your marketing. By including the benefits of your product or service as well as the features, you will dramatically increase your sales and make the money you are looking to make in your business.

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