How do you tell the difference between a feature and a benefit?  Simple:

A FEATURE is a true fact or characteristic of a service or product. Examples of features include:

• Open 24 hours

• Steel-belted radials

• Wireless keyboard

• High-Definition TV

• 500 gigabyte hard drive

A BENEFIT describes how these features help the consumer, how they meet a need; the “What’s in it for me?”

The easiest way to get from feature to benefit is to make a statement about your product or service, then ask “SO WHAT?”  Pretend that you are answering a very skeptical consumer.  Here are examples using the above features:

Product = Restaurant

Feature = Open 24 hours

So What? =

• You can get pancakes anytime

• You can eat on your own schedule

• It gives you freedom

Product = Tires

Feature = Steel-belted Radials

So What? =

• It is safer than other types of tires

• It protects your family

Product = Computer

Feature = 500 gigabyte hard drive

So What? =

• Hold huge amounts of data

• Will not go obsolete as quickly as smaller hard drives

• Smart investment

If you ask a So What and you can still ask So What…keep going, you may not be at a benefit yet. Challenge yourself and don’t stop at 2 or 3 So Whats per feature. Keep going until you are worn out.

The best of these So Whats will form the basis of your marketing program, so take time to create a lengthy list to choose from.  So What?  Improve your marketing, clarify your business position, make more money…

What are some of YOUR features?  I’m good at asking “So What?”!