March 2009

Welcome to our March 2009 newsletter. What a busy year it's been so far! In our household 2009 has been a year of changes, and so far we're enjoying those changes and making the most of the opportunities that come our way.

My son is now finished school (yay!) and studying Information Technology. I'm really enjoying not having to do the morning school rush any more. And I must say, my son is really enjoying being treated as an adult and being given more responsibility.

In this month's newsletter I've written an article about Features vs Benefits. This is an area that seems to confuse a lot of business owners so hopefully this article will clarify the difference.

Enjoy!

 

Feature Article:

Understanding Features vs Benefits For Accurate Product Marketing

A product's features are not the same as their benefits. It is important to understand this so that you can effectively and accurately market your products. It's a fine line, but one that, once drawn, will help you gain a better perspective on your marketing and product description efforts and methods.

A product feature is an actual, physical property or function of the product. It is something about the product or inherent in the design that is beneficial, but is not, in and of itself, the benefit. 

A feature of a product might be something like the fabric that it is made from. For example, your children's clothing line might be made from durable denim or other fabric; or perhaps a sun-protectant SPF fabric. That is the actual material that it is made from - the feature of the product, the characteristic material that makes the product durable, protectant, or otherwise good in some way; a cut above the rest so to speak.

Think of product features as product characteristics or specifications. A feature is something you can find listed in a description, plan or design.

What Is A Product Benefit?

A product's benefit results from the feature. It is what is 'in it' for the customer. In fact, the product benefit answers that most crucial of questions consumers have - "What's In It For Me?"

In other words, that durability lends a benefit to the consumer. The benefit is that the clothing will last longer, or the SPF factor will prevent children from getting sun burnt or reduce the risk of skin cancer later in life.

Think of a benefit as why a product is good. A benefit is something you would list in sales or marketing material, the reason why your customer should buy, not what they are buying.

What's More Important To The Consumer?

Customers will sometimes look to see what the features of a product are for the sake of comparison, but by and large they care about one thing - that "What's In It For Me?" Customers are most interested in the benefits because that is what is helpful and of most importance to them.  

It is important to offer key features in a product description where it can be accessed, but it is most important to let customers know how that feature helps them. Don't rely on customers to understand features alone. Tell them the benefit of what buying your product or service will bring. Explain to them why you are superior and beneficial, and give them the benefits - the reasons that they need to buy your product and features.                         

 

 

Not-To-Be-Missed Seminar:

 

  

Eleven of the world's best internet marketers are coming to speak at World Internet Summit in Australia.
 
There's only a few seats left (every year it sells out). But if you want the inside running on what's working
and selling on the internet, you've got to be here.
 
In fact, there are 7 key reasons why you should attend.

 

Check them out here

 

I'll be there, so if you can make it send me an email and maybe we can catch up.

 

 

 

 

 

 

Interesting Blog Post...

Here's a recent post on my blog that I thought you might be interested in: Building Customer Relations

 

I hope you've enjoyed this month's newsletter. Remember, if there’s a particular topic you’d like to know more about, please email me and let me know.

Here’s to your success in small business!

Warmly,
Donna-Marie