Features versus Benefits December 10, 2009Posted by Mike Gospe in Integrated Marketing, Positioning.
Tags: Integrated Marketing, Marketing Persona, positioning statement, strategy
A common mistake made by many marketers is the confusion between features and benefits. When developing a positioning statement, one of the key ingredients is in identifying the most compelling benefit relevant to the target audience or persona. Features are related to product attributes: it comes in blue; it’s round; it prints 3 pages per minute. Benefits answer the “so what?” question. Benefit statement may be about saving time, improving productivity, achieving higher levels of measureable success.
Here are five criteria that can help you articulate a good, meaningful benefit. Failure to meet any of these criteria should challenge you to rethink your options.
1) Is the benefit singular and specific?
Many marketers try to “be all things to all people” and in doing so, they confuse the marketplace. It’s better to be focused.
2) Is it relevant?
Just because a benefit is true to you (the manufacturer), it may not be relevant to the target audience. Challenge your assumptions.
3) Is it sustainable?
Is this something you can claim for very long? A benefit related to speed and productivity is only valid until the competition does it faster.
4) Is it believable?
Will the target audience believe your company’s ability to deliver the benefit? How does this compare against current perceptions about your company?
5) Is it substantiable?
Avoid producing marketing hype. Make sure you have data and evidence to support any claims you make.