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Do This, Not That — Benefits Over Features

Benefits are why people buy things

The most famous example is, “iPod. 1,000 Songs in your pocket.” This original iPod slogan captured the minds of the public and, as a result, the iPod became popular overnight. 

This slogan is outright stating the benefit, while the specific feature is its storage capacity of 5GB. However that 5GB number doesn’t really mean anything until you put it into context. You have to translate the features of your product or service by conveying the benefits to your potential buyer. In general, it’s helpful for the messaging about your business to focus on the benefits over the features of your product—tell them how to use it, not what they can use.

That is features versus benefits. Share the benefits; tell your audience what is in it for them.