I had the very good fortune to work with Adrienne when she consulted for our medical practice. She is razor-sharp, on top of her field, connected and pulls no punches. I learned a lot in a short amount of time and Adrienne was always willing to share knowledge in whatever level of detail necessary. 

Tom Murphy, IBMC



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Features vs. Benefits

by in Business Marketing
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Features vs. Benefits

What’s the difference between features and benefits?  They’re pretty different, actually.  Unfortunately, too many business owners and copywriters get caught up in the former, when they should be concentrating on the latter.

Features are facts.  This is easy to remember, since “features” and “facts” begin with the same letter.  These are logical statements:

  • Our motor has awesome horsepower.
  • We’ve won four awards in the past three years.
  • We are the largest furniture dealer in the county.
  • We have the latest styles.

Benefits arouse emotions.  Think of the best radio station on the planet, WII-FM (What’s in it for me?).

  • If you get a real charge out of fast pick-up, this vehicle is for you.
  • You’ll be impressed by our creativity, custom-designed to your wishes.
  • If you feel comfortable shopping a great selection, we’re the store for you.
  • If you revel in dressing in the latest fashions, come visit us!

Note that all of the latter four bulleted statements appeal to “you,” which is the single most successful word in marketing.  It’s not about you, the “we.”  It’s about them, the “you.”

It’s about appealing to their emotions, because 95% of all purchases are driven emotionally.

Here’s an example:  you’re in the market for a new phone.  You do the reverse of what so many retailers are complaining about – you shop online, then go to a store, so you can deal face-to-face (retailers are increasingly bitter about people coming into their stores, getting all the product information they need, then purchasing online).

You feel it necessary to shop three different stores to be certain you have access to the best selection, the most knowledgeable salespeople and the most reasonable pricing.   So far you’re being logical, and that’s fine.

Now it’s time to make your decision.  From whom do you purchase?  The store who had the sales representative with whom you felt the most comfortable, the one who assures you of their warranty and how accessible he or she will be after the sale, for any questions or issues.  Confidence, comfort level and trust.  All emotions.

We’re heading into a New Year, the perfect time to examine the copy in your collateral materials, the script your people use for introducing themselves and your company, the training of how to generate interest and close sales.

Are you perhaps a bit too heavy on the features?  It’s easy enough to convert to benefits.  Doing this will make an interesting, positive difference in the responses you receive from prospects and existing clients/customers.

Go for it!

Need some help with your Marketing Plan?  

Visit www.azobleassoc.com for information on our “Do-able Marketing Plan” workbook and “10-Minute Marketing Plan” program.  You may also visit Udemy.com to sign up for our session on “Easy Market Planning.”

And don’t forget to order our 2015 e-Schmoozing Calendar, just $17.95.  The Calendar will offer you 12 months of ideas of whom to invite for breakfast, lunch or coffee every week.  There’s a script that’s pertinent to one of each month’s schmoozing suggestions, to make those initial calls easier for you.  The Schmoozing Calendar is a terrific bargain and a great way to embark upon face-to-face, immediately effective marketing!


Adrienne was a New Jersey public speaker and business expert for over THIRTY years. Now she’s a marketing and referral consultant. Denver and Northern Colorado have depended on her since her arrival here over 12 years ago.

Consulting and speaking to business owners and executives of growing businesses throughout the United States since 1977, Adrienne Zoble has guided companies toward marketing strategies that help them work smart, not hard.