Marketing 101. Features vs. Benefits as taught by hot sorority girls.
“Customers want benefits. They don’t give a hoot about features”
- a thousand different sweaty, shouty, marketing experts
This is ubiquitous marketing advice.
But what does it really mean? And why are you probably doing it all wrong?
Let’s start at the beginning…
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A feature is a fact about the thing you sell.
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A benefit answers the customer question “Yeah, fine. But what’s in it for me?”
And the answer to that question is where the money is…
The thing is, most people and most businesses suck at answering this question.
This is good news for you, because you can answer it a bit better and make a lot of money.
So how do you answer it better?
Well… let’s role play.
I’ll be the balding middle-aged guy shopping for a sports car. You play the spiv that’s trying to sell it to me.
Let’s go…
So what’s so great about that sports car over there?
It has 128 valves, 60 pony power and is available in a variety of eye-catching metallic paint finishes.
Yeah, fine. But what’s in it for me?
It goes really fast and it looks fantastic.
So what?
Well… it’ll certainly attract attention. Heads will turn as you drive past.
And why should I care about that?
It’ll make you feel young and sexy. Your friends are going to be totally jealous and think you’re the coolest guy ever. Hot chicks are going to see in that car and they’re going to want to sleep with you. But you’re happily married aren’t you Sir? So you’re not really concerned with that. Right Sir?
Bingo!
We’re finally hit a convincing answer to the question “And what’s in it for me?”
Let’s look at each of the answers you gave, one by one. (Yes, I know you didn’t really come up with them, but it doesn’t half simplify this writing lark if I pretend we’re having a chat.)
“It has 128 valves, 73 widgets, 60,000 pony power and is available in a variety of eye-catching metallic paint finishes.”
This – a list of car statistics – is a clear feature. It’s a list of facts about the car.
If you simply describe the features of the thing you’re trying to sell then you’re leaving all the thinking in the hands of your customer. You hope that they’ll figure out the reason why they might want that feature, but what if they can’t make that leap themselves?
Your customer isn’t going to be as helpful (or annoying) as me. He’s not going to keep asking what’s is in it for him. He’s going to accept your answer and he might come up with a reason why those 128 valves are a good thing for him. Or he might not.
Now you might think that it’s not a big ask to get a balding forty year old man to picture the imaginary sex he can have with imaginary twenty one year old sorority girls in his imaginary new vehicle… but it doesn’t hurt to help him to make that connection.
“It goes really fast and it looks fantastic.”
This might appear to be a bit more of a benefit, but it’s really just an elaboration on the feature.
It’s an unconvincing answer to the “What’s in it for me?” question. Why should I care that the car is fast? What’s the real benefit to my life? How does that really make me feel?
“Well… it’ll certainly attract attention. Heads will turn as you drive past.”
Better. But why does he care about that?
“It’ll make you feel young and sexy. Your friends are going to be totally jealous and think you’re the coolest guy ever. Hot chicks are going to see in that car and they’re going to want to sleep with you. But you’re happily married aren’t you Sir? So you’re not really concerned with that. Right Sir?”
Now, through tedious repeated questioning we’re finally at the point where anyone could understand why our middle-aged friend really wants that flashy sports car.
That was kind-of a dumb example, chosen predominantly because it entertained me. Let’s blast through a few others to hammer the point home.
More Examples:
Slimming Pants:
Patented pain-free Kevlar corsetry (feature)
You’ll look slim, feel sexy and make your ex-boyfriend crazy jealous when you see him at that party next Saturday (benefit)
24/7 Grocery Store:
Open 24 hours a day every day (feature)
You can buy your ice-cream at 3 in the morning and share a hot midnight feast with your wife (benefit)
Web Design Nerd:
Skilled in PHP, Javascript, Python, BDSM (feature)
Will create you an awesome looking website that makes people want to empty their pockets of money and give it all to you (benefit)
Deodorant for Men:
Science stuff that stops you from sweating (feature)
You’ll get loads of ass. (benefit)
Is this all becoming clear now?
So what can we learn from these examples?
Yes, that’s right. The most important thing in marketing is whether or not hot chicks want to sleep with you.
Oh. Sorry. That’s not it. It’s that features are more important than benefits.
But then everyone knows that. Right?
Love JJ.
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Comment by David Wood
14 November 2009
You described this really well.
And it was hilarious! I laughed out loud. Lol’d even!
David Wood´s last blog ..When Women Resist Appreciation
Comment by Paul
14 November 2009
Brilliant!
My favourite line:
“you might think that it’s not a big ask to get a balding forty year old man to picture the imaginary sex he can have with imaginary twenty one year old sorority girls in his imaginary new vehicle.”
I found this on Twitter. You have a great little site here and a unique and entertaining writing style.
Paul
Comment by Don Shepherd
14 November 2009
I think i’m getting it
Cowboy hat. Wide brim keeps sun out of my eyes and stops rain from dripping down my neck. Gives the impression i’m taller than i am, more rugged than i am, and hides the fact there is no hair growing on the top of my head (features)
hot chicks digg it (benefit)
Don Shepherd
Central Oregon Expert
Don Shepherd´s last blog ..Comment on Central Oregon Sunshine by Don Shepherd
Comment by Philip Graves
14 November 2009
Very well put JJ.
You should write a no-nonesense guide to marketing for your next book!
I’m a big fan of “marketing needs”; the very idea that anyone “needs” 95% of the stuff people want to sell them is hilarious! I suspect that more money is wasted on trying to identify consumer needs than on pretty much any other part of marketing.
Philip
Consumer Behaviour Expert
[The Consumer Behaviour Research Resource]
Comment by Las Vegas Boomer Dating Expert
15 November 2009
Hi JJ,
ROFL, as usual with reading your blog posts. I always enjoy how you utilize your dry wit in expressing yourself and teaching marketing and business lessons.
I particularly like the, “but you’re married, so you wouldn’t be interested in that….” because that was very covert messaging.
I always dress like that to go to my college classes. Well, now more for giving dating and relationship workshops. It’s important to accessorize well.
I think that I am more in touch with the benefits that people do want (certain dopamine sourced pleasures) and am totally fine with that. Sizzling Selling.
I hope Mrs. Jalopy fell off the coach giggling…
So what flavor ice cream was it?
24 hr store: you can get protection any hour of the day in case u….
Happy Dating and Relationships,
April Braswell
Single Boomer Dating Expert
Comment by Steve Chambers
16 November 2009
JJ:
As always, direct to the point and informative. This past week I was attending a trade show in Phoenix, AZ and made note that our booth displays were all features with zero benefits.
Very poor marketing from a company known for innovation and solutions.
Touting benefits rather than features means taking a risk. The risk being that the benefits we mention might not resonate with every person out there. When we mention a benefit we automatically disregard those people who are not interested in that particular benefit.
I think most marketing people like to list features and trust that the customer will fill in the benefit blank. Bad strategy.
Keep ‘em coming.
Steve Chambers
Comment by John Ho
16 November 2009
JJ,
You’re hilarious & funny, as always.
On a serious note for Features Vs Benefits:
Sell Benefits to layman;
but
Present features to experts;
John Ho
Numerology Expert Helps Understanding Personality for Better Influence & Persuasion
Comment by Rob Northrup
18 November 2009
JJ,
This is great information and you made me snort beer out of my nose three times reading it. THanks a lot!
I am so glad that I finally have found a way to make your website appear, I had to reload IE to make it happen!
Seize the Day,
Rob
Sales Tactics For Small Business Owners
Rob Northrup´s last blog ..Trusted Supplier: The Ready Store
Comment by Lisa McLellan
20 November 2009
I love Don’s comment!!!!
Great explanation and the examples of benefits and features are priceless. There is no question in my mind about this now.
Thanks JJ!
Lisa McLellan
Babysitting Services – Babysitter in your area
Comment by Martin
23 November 2009
You lost me at “Hot Sorority Girls”!!
People buy in different ways – their “buying strategies” may require some or all of their senses to be satisfied e.g. they may need to see what you’re selling and/or touch and feel it and/or or hear (about) it and/or smell or taste it (small the leather, lick the paintwork!!). Usually, but not always a customer will need to be convinced which is where features and benefits really come into their own. I also use Why? What? How? and What if?
Why = Benefits
What = Features
How = How easy it is to buy
What if = Downsides if you don’t buy and Upsides if you do
I don’t profess to be an expert salesperson, but this has worked for me.
Great post.
Martin Wright
Impact, Poise, Presenting
Martin´s last blog ..The 3V’s of Impact
Comment by JJ Jalopy
25 November 2009
@Rob – Thanks mate. Hope you enjoyed the beer!
@Martin – What a great summary of what’s important when it comes to selling. Thanks for dropping by!
Comment by Lynn Lane
5 December 2009
JJ,
Thanks for that. I’m running out to buy my new deodorant!!!
Lynn Lane
Success Strategies For Life
Lynn Lane´s last blog ..Christmas & Toastmasters International