Features and Benefits. At the conclusion of this lesson, you will be able to: --Know what a feature is --Know what a benefit is --Translate benefits into.

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Presentation transcript:

Features and Benefits

At the conclusion of this lesson, you will be able to: --Know what a feature is --Know what a benefit is --Translate benefits into sales

--Did you “sell” your friend on the idea of going to your choice of a movie? --Did you “sell” your supervisors on a plan of action? --Write out a recent example of something you sold in your notebook.

List examples of recent “sales”

CUSTOMER GOAL:  Solve a problem

--a characteristic inherent in the product/service—its structure, form, appearance --distinctive or familiar to this particular product or service

Features are: Satellite-Linked Navigation System point-of-interest database, including restaurant ratings operated by voice commands also operate through central interface dial Bluetooth HandsFreeLink

How did the Copywriter Turn Features into Benefits?

Easy Convenient New/Advanced Value Money-saving

Security/peace of mind Comfort Big/many or small/less

Benefits are: Command a vast (geographic) knowledge of the U.S. Points of interest database Work audio system and climate controls from central interface dial HandsFreeLink easily connects to compatible phone

Customers only care about features/benefits of interest to them Choose features/benefits relevant to your ad’s target audience

You’re buying a car. List three features of interest to you List the benefit to you next to the feature

What are some features/benefits of interest in our group?

Features provide us with a particular: benefit advantage convenience …depending on our life situation (children, student, working adult)

Features are characteristics inherent in the product/service Benefits are what features do for the customer: ease, convenience, value, etc. Choose features/benefits with customer’s need in mind