A product’s features are not the same as their benefits. It is important to understand this so that you can effectively and accurately market your products. It’s a fine line, but one that, once drawn, will help you gain a better perspective on your marketing and product description efforts and methods. Show
What Is A Product Feature? A product feature is an actual, physical property or function of the product. It is something about the product or inherent in the design that is beneficial, but is not, in and of itself, the benefit. I know this may sound confusing so let’s look at some examples: A feature of a product might be something like the fabric that it is made from. For example, your children’s clothing line might be made from durable denim or other fabric; or perhaps a sun-protectant SPF fabric. That is the actual material that it is made from – the feature of the product, the characteristic material that makes the product durable, protectant or otherwise good in some way; a cut above the rest so to speak. Think of product features as product characteristics or specifications. A feature is something you can find listed in a description, plan or design. What Is A Product Benefit? A product’s benefit results from the feature. It is what is ‘in it’ for the customer. In fact, the product benefit answers that most crucial of questions consumers have – “What’s In It For Me?” In other words, that durability lends a benefit to the consumer in that the clothing will last longer, therefore they will need to replace the clothing less often and will save money and time in the long run. The benefit of the SPF factor is that it will prevent children from getting sun burnt or reduce the risk of skin cancer later in life. Think of a benefit as why a product is good. A benefit is something you would list in sales or marketing material, the reason why your customer should buy, not what they are buying. What’s More Important To The Consumer? Customers will sometimes look to see what the features of a product are for the sake of comparison, but by and large they care about one thing – that “What’s In It For Me?” Customers are most interested in the benefits because that is what is helpful and of most importance to them. It is important to offer key features in a product description where it can be accessed, but it is most important to let customers know how that feature helps them. Don’t rely on customers to understand features alone. Tell them the benefit of what buying your product or service will bring. Explain to them why your product or service is superior and beneficial, and give them the benefits – the reasons that they need to buy your product and features. Features and benefits are the two main approaches that can be used by companies to market their products and/or services. The first concentrates on what the product or service actually does, while the other concentrates on how the product or service will enhance the lives of the consumers. This means that marketing can either be based on features of the product or on its benefits. In this article, we will be reviewing the differences between features and benefits. Though the two concepts seem to be similar, they are actually quite different from each other. Features are the main properties and aspects of the product, which may be descriptive or technical in nature. Benefits refer to why the features are important for the consumer. They essentially signify the ways in which features are useful for the customers and help in solving their issues. We will now discuss the definitions of features and benefits in detail and explain the differences between the two. Definitions and explanationsFeaturesA feature is anything about a product or service that can be seen, felt and used. In simple words, a feature is something that the product does, or can do. It includes the attributes, qualities or characteristics of products that differentiates it from other products in the market. Features refer to the statements about the product, including what it can do, its specifications, dimensions, and so on. It essentially provides factual information about the product or service. For instance, fast internet connectivity of a cell phone, long-lasting battery of a laptop, energy-saving ability of an air-conditioner unit, low-fat content of milk, and so on. Features typically offer direct solutions for issues commonly experienced by customers in the company’s target market. Hence, the product features need to be planned, developed and implemented in a meticulous manner by the companies so that they address the needs and problems of users. BenefitsBenefits depict the ultimate outcome of what can be attained by the user when he/she uses the product or service. Hence, they signify the actual reasons that turn a potential customer into an actual customer. While the focus of features is on facts and information about a product, benefits concentrate on the emotional level and making customers relate with the product. Benefits turn the focus to the customers by explaining the benefit or advantage that the customer would gain from the feature. A customer’s decision to buy a product or service is mainly determined by the benefits of the product to the customer. Instead of the details and intricacies of the product features, customers are more concerned about the product fulfilling their requirements and solving their problems. Hence, benefits function as the trigger that encourages customers to buy the company’s product or services. Companies are able to achieve the best results when they list features and convert them into benefits. They can do this by first informing them about the features and then telling them how they will benefit them. It is possible to convert any product feature into benefit. For example, a car’s gas mileage is a feature, while the money saved on gas is a benefit. Similarly, home delivery is a feature, the benefit of which is saving time, fuel, etc. by not going to the store. Low fat is the milk’s feature, while the benefit that the consumer gets from consuming it is getting adequate nourishment and protein, while maintaining body weight. Differences between features and benefitsThe main points of difference between features and benefits have been listed below: 1. MeaningFeatures are the technical or descriptive aspects of a product that describe what a product does or can do. On the other hand, benefits explain why the features are important for customers and how they improve their lives and help them solve their problems. 2. What is it?A feature signifies what something actually is, while a benefit refers to what the customers can do or achieve with the feature. 3. PurposeThe purpose of features is to inform customers about the characteristics of the product, while benefits function as triggers that compel a customer to make the purchase. 4. ProvidesFeatures provide facts and information, while benefits provide an emotional connection between the seller and the customer. 5. IncludesFeatures usually include technical information about the product, whereas benefits explain why these technical features are important and advantageous for the customer. Features vs. benefits – tabular comparisonA comparison of features and benefits in tabular form is presented below:
Conclusion – features vs benefitsWhen introducing your product or service in the market, it is important to comprehend the difference between features and benefits. The most effective marketing strategy is one in which benefits are clearly explained along with the features. Features tell the customer what the product is, while benefits explain why the product is important for the customers. Companies can offer a list of features to present factual information about the product/service. Along with this, benefits should also be explained so that the customers are able to relate to the product/service. Benefits help customers in realizing how the product/service is going to be valuable for them. Leaving it up to the customers to connect the dots and understand what the product holds for them would be a bad idea because customers nowadays are too busy and preoccupied to make the right connections. You should clearly tell them how your product features are good for them and will help them in obtaining solutions to their problems. What are the features and benefits of the product or service?Features are characteristics that your product or service does or has. For example, some ovens include features such as self-cleaning, smooth stovetops, warming bins, or convection capabilities. Benefits are the reasons customers buy the product or service.
What are the main features of their products or services?Features of Services – 4 Main Characteristics: Intangibility, Inseparability, Variability and Perishability. Services are unique and four characteristics separate them from goods, namely intangibility, variability, inseparability, and perishability.
What is the definition of features and benefits?Benefits: What's the Difference. Features are what the product or service does, describing which attributes set it apart from the competition. Benefits describe why those features matter and how they help the target audience.
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What are the terms features and benefits as applied to services or products?
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