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How to make customers want your product or service

Features and Benefits

What are we all tuned to?

WII-FMWhat’s In It For Me?

FEATURES

• Delivery Options – Processing Time, Payment Methods and Options

A Feature is an attribute of a product or service that is true weather the product is purchased or not.

• Specifications – Color, Size, Physical Attributes and the “ests”

• Credentials – Experience, Associations and Awards

FEATURES

By just using the Specification Features, you are limiting your product and service to a commodity.

Credentials and Delivery Options are what set you apart from your competitor, and are the lease used features.

Features

Make a List of your Features and ask:

SO WHAT?The answer is a Benefit

Benefits

Benefits are what the customer will experience after the product or service is purchased.

Adding the word “YOU” to a feature can make it a Benefit.

Types of Benefits

EmotionalCognitive

Emotional Benefits

What the Heart wants

• Need for Simplicity and Convenience

• Need for Variety

• Need to Feel Important

• Need to Love and be Loved

• Need to Survive (Food, Shelter, Clothing, Income, Transportation)

Cognitive Benefits

What the Head needs

• The first results the customer can see and/or experience

• Must be supported by a Feature

• Any Benefit that is not and Emotional Benefit

Features & Benefits

Emotional

Features

Cognitive

Features allow the head to do what the heart wants

Pos & Neg Benefits

It is more persuasive to avoid a negative then produce a positive.

Benefits can be presented is a Pain Avoiding format.

Most Benefits are presented in a Pleasure Producing format - WIIFM

Create Copy

List your Features

Ask So What and add “YOU” to produce Benefits

Create both Cognitive and Emotional Benefits

Use Features to support the Benefits

Generate Pleasure Producing and Pain Avoiding Benefits

Helping YOU do what WE do

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