In this article I will share with you two magic words that will be able to improve the way that you market and sell in your business. Now, who wouldn’t want that?
When you use these two words, you’ll be able to generate more leads and turn those leads into customers. This means you’ll make more revenue and profit.
Benefit vs Feature
So what’s the difference between a feature and a benefit?
Features are the things that your product actually has or things that it can do. Benefits, on the other hand, are things that it can do for the user. A benefit is how it can improve people’s lives.
What if when Apple launched the iPod, they said that it had 5 gigabytes of storage, 60 milliwatts of power, firewire connection and cable? If they said that, you probably won’t want an iPod right now. Features don’t mean much to people. What they really care about is what it actually offers them or makes their life better.
Luckily Apple understood this, so when it came to promoting and marketing the iPod for the very first time, they didn’t mention how many gigabytes it had. Instead, they said that it gives you a thousand songs in your pocket. They knew what people actually wanted and so they sold the benefits not features.
Now that we’ve defined what is a feature and a benefit, the next question would be how to turn a feature into a benefit. There are two magic words that you need to know and understand. When you know them, you should use them more often especially when marketing your product or service.
These two words are ‘which means’.
Now, this doesn’t mean that you can’t talk about the features of your product. It’s actually okay to talk about them sometimes but when you do, follow it with the words ‘which means’ and then explain the actual benefit. To help you understand how I’ll walk you through a very specific example.
From Feature to Benefit
Often times when I help business owners to improve the way they market and sell, I hear them talk about their product. They’re so focused on the product. They’re so focused on the features.
For example, they owned a gymnasium. They would say that they’ve got a thousand square meters of space or that they would say that they’ve got really good trainers. They could also say that they’re open 24-hours or they offer 30-minute workouts. All of those things are features.
Let’s take the one about the 30-minute workout feature and turn it into benefit using ‘which means.’
We have 30-minute workouts, which means you can come to our gym, workout, shower, have lunch and be back at the office in under an hour.
Instantly, you can see that we’ve gone from something people may not really care about to something that they really care about. So this is how you really focus on the customer’s needs by using the two magic words.
Always remember when marketing your product to use the magic words ‘which means’ after every feature. Whenever I’m writing copy or putting together an email, I use the words as a trigger to come up with a statement. I’m always asking myself so I can come up with an answer after ‘which means’. I try to then turn the features into benefits.
However, there many other variations that you can use like ‘as a result’ or ‘as such’ or ‘because of this’. You can also use ‘this equates to’ or ‘what this does for you is’. You can use different variations and as you use them more when you market and sell, it will be a complete game-changer, generating leads and transforming them into customers.
So try out the two magic words in your business today and watch those leads turn into customers.
Business Development Specialist - Ceebeks Business Solutions for GOOD
I love business and the ability to change people’s lives through them!
At Ceebeks Business Solutions for GOOD, we get up every morning to positively impact young families in business by making their businesses REALLY work so that we all make an even bigger impact together. The rewards that bring allow our team ('the fantastic five') to make small but powerful contributions to impact our local community, our country and the lives of those less fortunate around the world.
You see, something quite remarkable happens when we work together, for example, the gift of water is made when we prepare a tax return, the gift of a goat is provided when we help a new business start-up, the gift of shelter is forwarded when we organise a home loan. When we work together, we actually change the world!
I am a business development specialist with nearly 40 years’ experience, a CPA, an authorised representative of Avana Financial Solutions Ltd (Authorised Representative no. 231937) and a credit representative of Outsource Financial Pty Ltd (Authorised Representative no 396061). I have recently co-authored an International Best-Selling Book 'Legacy - The Sustainable Development Goals in Action' and in 2020 published my first book - 'Chasing the Dream! - How to Grow a Business in these Amazing Times', host a daily blog/vlog on our small business Facebook community group page 'Chasing the Dream, and with our Team run a monthly event for small business owners called 'The Chasers Meet-Up', where a guest speaker presents a topic and tips and strategies are openly shared.
In 2015, our business won the Change GPS International Member Firm of the Year and in that same year, I was a founding member of the Global Accounting Movement - Accountants for Good. We were recognised in 2016 by Steve Pipe in his international publication - The World's Most Inspiring Accountants and Featured in "The LinkedIn PlayBook" by world-renowned social media strategist and consultant, Adam Houlahan. In 2017, we were in the Top 25 Most Popular Accounting and Tax Services Award for search4accountants, B1G1 Business for Good Top 100 Giving Businesses in the World and a Semi-Finalist in the 2017 Victorian Regional Achievement and Community Awards. In 2018, we were an Australian Accounting Awards Finalist in "Community Engagement Program of the Year", a Semi-Finalist in the Victorian Regional Achievement and Community Awards 'South West TAFE & Deakin University South West Regional Achiever Award', a Nominee in the Victorian Regional Achievement and Community Awards 'Regional Development Victoria Business Achiever Award', and featured in the Top 25 Most Popular Accounting and Tax Services Award by search4accountants.