The Secret To Selling: Benefits Over Features whatsapp icon

The Secret To Selling: Benefits Over Features

Clearly, the most important aspect of your product – for you – is its features. That is not the case, however, for your customer or potential customer.

May 16, 2022

Dariush Soudi


The majority of people are uninterested in purchasing a bed. They simply wish for a pleasant night’s sleep. Founders and marketers must sell more than just products; they must sell what their product enables customers to do.


You’re not just doing it wrong if you’re not focusing on the benefits that your product or service has for its intended audience/customer. You’re doing it completely incorrectly. It’s pointless to have a product with features that people don’t actually want.


What’s in It for Them?


If you’re launching a new product or service to users, this is the first question you should ask.


If your user can’t tell what he or she will get out of your product right away, they’ll probably move on. 

Consumers rarely buy just for the sake of buying, according to studies. 


What do they purchase? 


Something that will assist them in resolving their issues.


Sell Features Not Benefits


For many of you reading this, this may not come as a surprise. However, it’s surprising how often enthusiasm takes over and businesses fall short of their goals. The truth is that if your user can’t tell right away what they’ll get out of your product, they’ll probably move on to the next best suitor. 


Try to think of features and benefits separately, even though they are frequently inextricably linked. A feature is a characteristic of your product, whereas a benefit is the outcome of your product when a customer uses it. To put it another way, features are rational, whereas benefits are emotional.


Although you should be proud of all the hard work you put in to develop and launch this product, keep in mind that your users aren’t particularly interested in you, your company, or the long hours you put in to make it happen.


Speak to the Audience


You’ve begun to speak your audience’s language when you see your product or service as a solution and can articulate the problem or dilemma it solves.


You’ll need to conduct some market research to accomplish this. Here, you’ll want to identify your audience’s issues before determining the impact these issues have on their personal or professional lives. After that, you can start positioning your product properly.


You’ve accomplished the impossible when you can engage your audience and leave them feeling an emotional connection. You’ve established a connection with them, and as a result, they trust you and your product.


Use Emotions


Creating a sense of longing, resolving a problem, or appealing to your users’ emotions can all pay off handsomely. Although stating the benefits is excellent and necessary, it is emotions that will motivate your user to make a purchase.


Making emotional connections with your audience is, at the end of the day, what will sell your product or service to customers and turn them into fans and ambassadors. If you can tap into their emotions, you can almost guarantee that they will return.


Turn Features into Benefits


So far, we’ve ignored features and turned them into the story’s antagonist. But wait, this isn’t quite right. Because, with a little practice, features can be easily transformed into tangible, real-world benefits.


All you have to do is explain to your audience how that particular feature will benefit them in the short and long term. Yes, it’s not as glamorous as tapping into their feelings. It can, however, play an important role in helping you sell your product. At the end of the day, a particular feature serves as “proof” of the benefits you’re attempting to sell. It’s all about your marketing’s credibility.




Dariush Soudi

Founder, Arena


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