Yesterday, I was having a conversation with a physician who is currently on a benefits committee for a large physician's association. It was interesting to me to listen to the "benefits" described in their literature. The benefits were actually "features' and not benefits at all. I tried to explain that consumers make their purchasing decisions based on the benefit (or perceived value) to them ... not the features of the association. If the goal of this association is to attract new members based on the benefits, then their message and language to those prospective members needs to be in the lanuage of benefits, not features.
The same goes for a small business. Your consumers make their purchases based on the benefits that you provide to them. For example, if you stay open late one night a week until 8pm (feature) the benefit is this ... convenience. The value that you give the customer is less stress because they can visit your store at a time convenient to them. Every feature you have also has an identifiable benefit.
Most people I know (sometimes myself included) get caught in the trap of speaking about their business in the language of features. Marketing experts know that consumers buy based on benefits ... so why not reconsider your verbage and appeal to more consumers?
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