A Step-by-Step Process to Finding Benefits in Your Features

A Step-by-Step Process to Finding Benefits in Your Features….Here’s What You Need To Know



As a brand or business, no one wants to hear about you or your product, especially when you’re trying to sell it to them.



[tweet_box design=”default”]Buyers only want to hear about what’s in it for them when it comes to marketing. They want to know what value you bring to their lives over everyone else, but frankly, explaining this isn’t really something that comes naturally to every marketer.[/tweet_box]




So, in today’s post, I’m going to share with you, an easy step-by-step process that will explain this a lot easier to understand from Ramona Sukhraj, IMPACT.com




Step 1: Make a list of all the features

  • Once you’ve made a list of every feature your product or service has, narrow it down to the top two to four that your persona cares about the most.
  • (Think about your buyer persona’s biggest pain points and which features offer the most direct solution.) 


Step 2: Examine what each feature actually does

  • Simply put, write a description of each feature
  • By describing each feature in detail you will understand on a deeper level, what each feature brings to the table for a prospective buyer.
  • Rather than focusing purely on the physical product, you’ll start to get down to the actionable benefits that come with it. 


Step 3: Connect these features to the real desires and goals of your persona

  • How do your features relate to your persona’s pain points and goals?
  • If your brand already has customers, take a look at actual reviews, comments, emails, and any other user-generated feedback that you’ve received regarding each feature.
  • What are your customers saying they love about your product? How are they actually using it? What do they still desire? 


Step 4: Ask yourself, “How does this feature connect with my persona emotionally?” 

  • Appealing to the emotions of your prospect is marketing 101.
  • No matter what anyone tells you, no matter how logical they say they are — emotions play a role in their purchasing decisions.
  • That’s why tangible benefits resonate in a buyer more than a cold, static list of features or services. 



Overall, the description of your benefits should highlight your persona’s desired outcome.

For example:

  • Saving time
  • Saving money
  • Accomplishing goals (increasing conversions, losing weight, etc.)
  • Overcoming fears (starting a business, talking to strangers, etc.)
  • Solving problems
  • Making a task easier



Whether we like it or not, there is always an emotional response when spending money.


By aligning your benefits with one of the areas above, however, you will help showcase your product in a positive emotional light, in turn making your prospects more likely to make a purchase. 


The average consumer attention span is more limited than ever. You have to lead with something truly enticing to hook people into reading your pitch, and the easiest way to do this is to strike an emotional chord.


If you can make people feel something for your brand, you will be well on your way to not only to a new customer but to a loyal evangelist.




If you enjoyed this post and found TONS OF VALUE, please take a moment and share….Thank you 🙂


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To Your Success,
Joan Harrington



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41 thoughts on “A Step-by-Step Process to Finding Benefits in Your Features

  1. Great post Joan. People want the benefits not the features. If I buy a drill, I don’t really want a drill I want a hole in my wall. Thank you for sharing.

  2. Hi Joan,

    Thanks for this breakdown. You’re right, there always has to be a WIIFM for customers, readers, buyers, etc. I have to agree with Ron, I had never looked at it this way before…definitely something new for me to keep in mind. 🙂

    Thanks for sharing!


  3. Great marketing lesson!
    Looking at it from a consumer’s perspective, you are so right. I always look away when companies try to simply aggressively sell their products. Let me know that you will solve one of my problems and I’ll pay attention 🙂
    Thank you for sharing!

  4. That’s why I love coming to your checking out your content Joan you always have a fresh unique way of looking at marketing and this post is no exception. Good stuff. Thanks for sharing!

  5. Thankfully there’s an overlap within the desired benefits isn’t there? Making a task easier saves time, solves a time problem and helps you achieve your goals more easily. Saving money can overcome fears of spending too much and helps you achieve your goals with less expense. I suppose the trick is to focus on which particular aspect will draw someone in to find out more.

    That’s were great headlines, compelling content, effective calls to action and good landing pages come in. But, without spending time working out the features, using the points you talk about here, you can get these completely wrong. Even if they tick all the boxes for good copywriting they won’t work if you don’t know what your audience needs.

    Thanks for the tips Joan. I’m going to look at this formula for writing blog posts even when not trying to sell anything because you still need to capture and keep your readers’ attention.

  6. Such great advice. There is definitely always an emotional component when making any kind of purchase. You want your readers to feel good and confident, so these are great tips to get them there.

  7. Lots of tips here to keep us thinking about our marketing strategy, Joan. While features are certainly important, if the benefits they provide don’t address a customer’s need, it’s back to the drawing board. That gets back to What’s in it for me? That should always be front and center as we ask ourselves why our clients / customers should choose us.

    • Absolutely agree with you Deb that we should always be thinking of our clients/customers/readers and make sure that they know what it is in it for them 🙂 Thanks for your awesome comment!!

  8. Yes, emotions totally play a role in my decision on buying a product. I love the tip on narrowing it down to the top two to four features. I think this helps the consumer to really understand how a product would benefit them. Thanks again:)

  9. You make marvelous points in this post. We definitely want to make it clear to folks how our service, product, blog, etc can benefit them. This is not about us but, instead, it is about our ideal customer/client/reader.

    • You are very right Elise, that it is NOT about us, as everything we share should be all about our customer and or reader!! Thanks so much for your comment 🙂

  10. In reality, no one needs a new necklace. they may want it because it will make them feel good, look good with an outfit, garner compliments, stand out from the crowd. Only when a woman is shopping for a particular color, stone or look, is it solving a problem. Not always easy to take concepts that easily apply to B2B & translate to an e-commerce product.

  11. Hey Joan,

    I definitely could appreciate what Ramona shared so thanks for breaking it down for us. I also love that tweet too, SO true.

    If everyone just remembers that what we do is not about us but about our prospects then I think coming up with content will go a lot smoother. If they sit down and make that list like you suggested and then write down the description of the benefits then that’s what your readers are after. Help them get what they want and you’ll do very well.

    Thanks Joan and hope you’re having a great week.


    • Hey Adrienne!
      Absolutely! Help your customers get what they want and we will always do well 🙂
      Thanks for your comment 🙂 Always appreciate your visiting!

  12. I think writing about benefitgs should be one of the first things they teach you at marketing school! I think the explanation of benefits vs features is the most common thing I have to explain to new clients. Then they go ‘ahhhhhhh’ as if it’s something new.

    Love how you outlined everything!

    • I totally agree Gisele, that writing about benefits should be one of the very first things they teach in marketing 🙂
      Thanks so much for your awesome comment 🙂

  13. Great distinctions in this step by step process piece, Joan. This really resonates and I don’t think anyone can dispute it: “there is always an emotional response when spending money.” How much do we really need vs. want and what is that product or service bringing to our lives? I think food marketers know this very well, which is why they vie eye level shelf space in grocery stores. Appealing to someone on an emotional level is the best way to attract an ideal client and to show them why what you offer, is what they must have!

  14. Hi Joan,
    Great steps! I like how you broke down the difference between a benefit and a feature. I a have come to learn that people don’t want to feel sold and ig is imperative that we connect with them. I am a huge proponent in helping people find out WIIFM (What’s in it for me)

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