From: Direct Response—Digest of Direct Marketing
Publisher’s Corner

3 easy ways to turn features into benefits

The bottom line for any telemarketing program is sales, and there’s no better way to help boost sales than by turning features into benefits.

A feature is a unique aspect or characteristic of your product. And a benefit is the advantage or gain a user can get from it. Extolling your product’s features is good, but explaining user benefits is even better.

Here are some examples of features: large capacity, low price, daily service and compact size. But what are the users’ benefits? Are their needs addressed? They can be, simply by using these three methods.

First of all, use the “YOU +” method. Combine the feature with a personalized “you” and, presto, you have a benefit. Don’t just say, “low prices,” instead say, “You can save with our low prices.” Also, “You’ll enjoy the smooth, soft texture” is much stronger than just saying “smooth, soft texture.”

Second, capitalize on what the prospect can do with the product. For
example, in mentioning compact size, “You can carry it easily in your pocket or store it neatly under your seat” clearly expresses benefits.

Finally, zero in on what the consumer wants and desires. To say, “You can get a promotion or make more money or have a cleaner house” rings close to home for many prospects.

A good example is how to boost life insurance sales by emphasizing benefits. Instead of just the facts ($100,000 payment if you die accidently), build on the benefits if such an unforeseen event happens: “Your family will be protected and provided for, their bills will be paid, etc.”

Explaining your product’s strongest features just isn’t good enough. Turn them into practical, personal and believable benefits and you’ll have a winner.

       I’ll be glad to talk to you about these powerful marketing tools. One of them could provide you with the marketing breakthrough you’ve been looking for. Please call me at 1-310-212-5727 or email me at craig@cdmginc.com.