Hi guys. I wanted to talk to you this afternoon about products, so, product
features and product benefits specifically. Guys, this is such an
important topic, probably my number one most talked-about thing and also the
importance of this is you really need to nail it, so that your customers
understand what it is that you're trying to sell. So this is one of my pet peeves because
I do see websites and I do see things all the time all over the internet,
online, wherever, where people are promoting the products features instead
of the product benefits. My advice to you on this is that no one is gonna care
about your product features until they understand what the benefit of that
feature is. So, I've just done up a little list here and I thought I would just
read it out to you. So that-- I've got three different products and this is the
features of those products. But I'll start with my first product is dog
collars, okay. So imagine you've got a dog collar and you're hoping to sell out on
the internet online or even in a shop. So, what are things about the dog collar
that's a feature? Okay, so the first thing is they're made from neoprene, okay,
that's, that's a feature. My dog collars are made from neoprene. The second thing
is there are a variety of colors, so awesome variety of colors. And the third
thing is that they are strong. Okay, so imagine that's kind of like the things
that are different about my dog collars to other people's dog collars. Problem I see
all the time is people marketing their features, okay. So you'll see an ad saying:
Hey, check out our strong dog collars! Okay, nothing wrong with that, but it takes a
while for the person to make a connection and make, make the link, right.
Or it will say: Hey, check out my awesome dog collars, they're made from neoprene!
right, or Check out my awesome dog collars in a variety of colors! Now, all of this
stuff I've seen in the marketing and the online environment, but here's how we
need to market it, If your dog collar is made from neoprene, that's the feature,
what is the benefit related to having those dog collars made of neoprene? Is it
that they're water-resistant, is it that they are super strong where they don't
get holes in them? What is the actual benefit? So, we start to market that
product using a benefit system. So: Check out my water-resistant dog collars that
last longer, stay stronger and don't get holes, because they're made of neoprene!
is a far better option for the customer, yeah. We don't wanna make the
connection between: here's the feature and what does that feature mean for me
as a consumer, yeah. We wanna know straight away what's the benefit of
using this product, right. So the benefit, in this case of using the neoprene means
I don't get holes or tears in them, they're stronger, they're this, they're
that, yeah. So it's the benefit that we're actually really seeking as the consumer,
because once I understand: Oh, hey, you know, if someone says to me: Oh, they're
made from neoprene, and I'm like: Uh-huh, you're selling what now? I like-- I don't even
know what neoprene is. But if someone says to me they're durable, they're
stronger, they last ten times longer than any other dog collar on the market
because of their strength, which means that your dog's not gonna wear through
them as quickly, now I'm interested because now I'm like: Oh, I get the
benefit of that, like, that's awesome! I don't have to buy a dog collar every year.
Does that make sense? Let's talk about the dog collar, the strong dog collar. So
strong is also a feature, it's a strong collar, it's a feature, guys. So what we're
talking about is: Here's my strong collar, meaning that you won't have to pull so
hard on your dog when you're walking him, that's the benefit. Is that clear?
And it's made from a variety of colors, also guys, that is a feature. Now, as a pet
owner, is my dog a girl, a boy, like you know, people do like to, to buy a
corresponding color, maybe pink for girls and blue for boys, I don't know, that's
what I do. My dog's actually got any, he's actually
got a khaki color, yeah, it's pretty cool. But what I'm trying to say is that, you
know, there's a variety of colors, doesn't mean much for me. But if I sort it in
terms of like: There's a variety of colors - feature, meaning that you can
choose the type of color that fits your dog's personality or the color that he
or she likes, that is the benefit. The benefit is as his dog mommy I get to
choose the color that I know is his personality, right. Does that make sense,
guys? So that's in dog collars. Let's talk about another business, let's talk about
my business for a minute. So here are the features of my Social
Media Super Mum - online product or even my Weekend Funnel Build Course, okay. I
have six training modules, that's a feature. The benefit of that feature is
it is to-- it self-paced, there's one, the other benefit is that there's-- it's
comprehensive, like, there's a comprehensive number of modules, meaning
that it's a huge amount of value that you're getting for your money. That is
the benefit. The second feature is done-for-you templates, right. So the feature is
the done-for-you templates, the benefit is meaning less-- you spend less time
updating your templates, building your funnels from scratch, building your emails from
scratch, because it's already done for you, it's already done-for-you system. But the
benefit is the-- it saves you time, the feature is the done-for-you template,
benefit is - saves you time. We have a weekend - where we build our funnel, okay
that's a feature. What is the benefit? The benefit is you get to leave your kids at
home with dad on the weekend, doesn't cut into your work time, if you're
working part or full-time, doesn't cut into your week, it cuts in only to your
weekend and you get to go and do something that you enjoy doing, or maybe
don't enjoy doing, but that you're gonna commit to for your business. Can you
understand the difference? Same thing, do-it-yourself videos and
course notes, we provide course notes, we provide the do-it-yourself videos.
Awesome, that's a feature guys, yeah. The benefit is it's self-paced, you can go in
anytime, even if you're unsure and click on that link to the video and actually
have your questions answered and actually know what you're doing at any
point in time. So I hope that this video has helped to clarify and clear up the
difference between features and benefits. If you wanna do this with your product,
it is such a great idea to do this exercise. All you have to do - grab a piece
of paper and just - can;t see that very well but, on one side of the piece of paper
we're gonna write 'features' and on the other side we're gonna write 'benefits'.
We're gonna draw a line down the middle and basically write down all the things that
you can think of that are features of that product and then out of those
features we're gonna select and what's the benefit relating to that
feature, what is the actual benefit of having that feature in my product. I hope
that makes sense. Features, remember are a thing, benefit is
like this intangible thing, it's this thing that is related to - What do I get
out of it? Like the customer is saying WIFM: What's in it for me? Yeah, so feature
is something like six-course module program, benefit is always related to the
WIFM, to the 'What's in it for me?' What's in it for you is you get great value for
your money. Yeah, or feature is neoprene dog collar, benefit is meaning it's
super strong it's super durable and you're dog's not gonna need
another dog collar his whole life, yeah. I hope that makes sense, if you have any
questions about this, shoot me an email or send me a message, I would love to hear
from you and I would also love to see what you're doing around features and
benefits. Cheers guys, have a great, great day and I'll talk to you soon.