I gave a talk on Features vs. Benefits to a business group. When asked if anyone knew what they were, she just held up a hand. Which is normal because business professionals rarely receive this training. But ask a marketing consultant or copywriter what they were, they’d know.

Or would they?

I wouldn’t be on it. But don’t let that stop you from recognizing the difference between Features and Benefits. Then you would know exactly if you were hiring a real marketing expert, or a hacker.

Here’s the difference in a nutshell…

Every time you talk about yourself, your company, your products or your services: those are characteristics. Every time you mention what your prospect is getting from you, your company, your products, or your services: those are benefits.

The trick will recite some story they memorized from a one-day marketing workshop they attended because they have a day off from the office. You’ve probably seen the promos for those. The versatile trainer talks diversity on Monday, customer service on Tuesday, marketing on Wednesday, sensitivity on Thursday and struggles to pay bills on Friday.

The expert transforms features into benefits, deeper benefits, and even ultimate benefits. Let’s take a closer look…

Let’s say you went to Home Depot to buy a drill bit. The problem is that when he was sleeping the night before, he didn’t dream of buying a drill bit. What you really wanted was a hole in the wall.

The hole is the benefit. The bit is the feature.

But drill bit dealers will disagree. They want to educate the public on how well their bits are built. How unique those tungsten carbide tips are. And why stem sizes are important.

On the other hand, the consumer wants to know if he will be able to hang his Monet, put up shelves or secure cabinets quickly. She doesn’t care how long those tips last or that awesome bit chart on the manufacturer’s website. He wants to know how he will benefit from buying those bits.

How does this work for you?

Take a look at their banner ads, brochures, and websites. Every time he mentions something about you, your prospect is not interested. Every time you mention what they will get, they are interested.

Believe it or not, they don’t care about your pretty graphics, your corporate letterhead, or your expensive logo. If you haven’t addressed your wants, needs, and desires, you’ve lost them. They will fire you as they have fired so many others.

As I write this, I just received a voicemail for a free analysis of my phone system. They left their company name and phone number. Sorry, but that’s not enough to get me excited about the analysis. Not even a free one. They have not identified a benefit. They have wasted my time and theirs.

There is no such thing as a free lunch. Unless you’re in a government program. Even offers of a free credit report are tied to some subscription agreement.

What is happening today?

The dark side of the Force rules the war in the marketing empire. They employ mindless clones to convey their messages. Only a few thinking Jedi stand in his way.

If you want to become a Jedi marketer, you must master the Force. And resist the seductive dark side.

Resist the temptation to brag about your company, its products, or its services. Show your prospect how you can solve their problem with what you offer. Paint the picture of what they will get in your marketing promotions. Then you’ll be on your way to becoming a Jedi.

Let’s look from another angle…

Scan most of the mail pieces and you’d swear Og Advertising Agency produced them. Explore most of the websites and you will conclude that Igor Web Design Firm created them. And read most of the company newsletters and I would testify that Schmuck Publishing wrote them.

Am I being brutal?

Yes. Brutally honest…

Because most of the marketing messages you read hit you over the head with their features (company name, product or service), or hide those features in expensive graphics. Or their messages are so bland and sterile: You’re fighting to keep your head from hitting your desk and saliva dripping down your chin.

Do they have it backwards?

No, not the other way around. They have it all wrong. Period.

Most marketing pieces start with company features, support it with more features, and close with even more features.

The consumer keeps scratching their heads wondering when they will talk about what they care about, what they want and what they get.

Star Wars answers…

Here’s how to win more business than you’ve ever had before: Lead with consumer benefits, follow with business features.

Instead of saying, “This house has vinyl windows,”… say, “You’ll save money on energy and enjoy easy maintenance with vinyl windows.”

The vinyl window is a feature. What your prospect gets from the vinyl window is a benefit. That was easy.

In your promotions, show them how they will benefit in your headline. Continue to add more benefits throughout your body of copy with the support of business features. Then close with features like your contact information.

Lead with consumer benefits, support it with business features, and you’ll create a stronger marketing piece, get more sales, and generate more leads. You’ll also answer your prospect’s favorite question: “What’s in it for me?”

May the force be with you.

Tommy Yan helps business owners and entrepreneurs make more money through direct response marketing. He publishes the weekly Tommy’s Tease ezine to inspire people to succeed in business and personal growth. Get your free subscription today at www.TommyYan.com.