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As always, get at me in the comments with ideas or examples of campaigns that get this important distinction right.This principle is often utilized to great effect in the travel and hospitality industries.

Although it might seem counterintuitive, consumers rarely want to buy things for the sake of buying them – they want to solve their problems. Personally, I’m not looking to “compare product features” because this immediately suggests that there’s even more work to be done on my part to find a product that meets my needs.Both of the following ads were served to me after entering the search query “bookkeeping software” into Google (using an Incognito browsing session to eliminate as much unique browsing identity information as possible). Benefit definition, something that is advantageous or good; an advantage: He explained the benefits of public ownership of the postal system. This question is never far from a customer’s mind, and it should inform almost every single aspect of your marketing strategies.Now let’s take a look at another ad:So, now that we’ve seen how product features can take center-stage in a marketing campaign, let’s look at some examples of benefit-driven marketing.This is another great example of combining product feature information with benefits-driven messaging.

However, for many small businesses, identifying and highlighting how their products and services can improve the lives of their customers is often a much more powerful strategy, from the very first ad of a campaign to the copy used on a website.There are plenty of other feature-benefit matrix formats, but the example above is a great place to start if you’ve never used one before.This is why entry-level salespeople are often told to remember the “five magic words” when cold-calling prospects: What’s in it for me? Die von Ihnen angegebenen Daten werden verwendet, um Ihnen Mitteilungen über Angebote, Neuigkeiten und Veranstaltungen von Benefit Cosmetics zukommen zu lassen. In these modern days, working is no longer limited to men and no longer do people work just for food. Also, the inclusion of the adjective “Effortless” in the headline is a very strong start.So, with all that tiresome theory out of the way, let’s take a look at some examples of marketing messaging from both a feature and benefit perspective. In the interests of fairness, the trust signal beneath the main copy of this ad isn’t that persuasive, either, but that doesn’t matter as much in this example, as the ad has already focused on the benefits that could potentially entice prospects into clicking through.Paychex is another major player in the bookkeeping software space, something that the headline reinforces by including the brand name in the copy, alongside its promises to help users “Accomplish More”. This also works if the benefits of these features are obvious, as they often are in commercials for new cars.To borrow from the example above, a feature of this particular umbrella might be its unbreakable spokes or wind-resistant construction – the benefit of which is staying dry even in strong winds that might break lesser umbrellas.So what’s the difference between features and benefits?

As software companies have migrated away from one-time license purchasing models toward subscription-based agreements, many developers have also shifted toward benefit-driven marketing messaging.Let’s take a look at two real ads to illustrate how focusing on benefits can be much more powerful than highlighting features.The headline also needs work. Benefit Cosmetics ist die verarbeitende Instanz Ihrer Daten. Here’s the first ad:This strategy can work well, if your product’s features are genuinely innovative or exciting. The reader doesn’t need to be explicitly told how these features will benefit them.Mobile payments company Square (a subsidiary of American Express, an important point we’ll come back to momentarily) exemplifies this principle excellently. Image via WebEngage Monk.

Does every one who receives the sacraments derive a benefit from them?Here are children in abundance, and what benefit could have accrued to me from his purchasing Vernon?Without faith, no one can obtain any benefit from the sacraments.Allis gave Jockey Redpath the benefit of her knowledge of Lauzanne's peculiarities.She was accordingly sold for the benefit of the underwriters.One who receives a benefit from another, or is otherwise an object of charity.When everything looked at its worst, then all seemed to change for our benefit.To how many thousands of our countrymen has it proved a benefit?What Is The Difference Between “It’s” And “Its”?“Affect” vs. “Effect”: Use The Correct Word Every TimeAll Of These Words Are Offensive (But Only Sometimes)They do not change the nature of truth and her capability and destiny to benefit mankind.She considered, giving him, after her kindly way, the benefit of the doubt.Absentee Ballot vs. Mail-In Ballot: Is There A Difference? F 2013-05-20: net benefits vs benefits A 2013-05-04: Benefit / benefits A 2013-03-03: benefits hier nicht "Zuschüsse" F 2013-03-03: maximize the environmental and hea... A 2012-04-11: Amounts to what romy said, but cou... F 2012-04-11: what are contractual benefits?

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