Creative + Strategy

Benefits, Not Features.

"Sell the benefits, not your company or the product. People buy results, not features."

Pointing out the features of your service or product doesn't mean people will understand why they're useful and meaningful to them.

You'll have to tell them a story about the benefits. For example, call forwarding and call waiting are features; never missing a call is the benefit. 

Yet, so many organizations from churches to corporations sell features first. They prescribe to the idea that more features will translate to the perception of more value but that is not the case. If I list a set of 100 technical features for a flat screen TV I'm likely to paralyze a customer from making a decision than I am inspiring action. It's what psychologists call the "Paradox of Choice."

In the modern world, we tend to think more choice is better, but there can be problems with excessive choice: Decisions become less likely and paralyses the ability to make a decision, possibly leading to choosing the easy option (default) or not making the decision at all. 

Benefits, not features, matter more to the customer. And how you tell that story is paramount. 

cj alvarado