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Introduction: How do you sell your product to users? By saying how good your product is, or what's special about it? No, you should emphasize the benefits it brings to consumers, making them better.
When Steve Jobs invented the iPod, the first to hear the news and the entire tech industry were thinking: MP3 players had been around for quite some time, so what was so special about the iPod? Where was its selling point?
Of course, you could list many features, but the key aspect was how Steve Jobs marketed it and presented it to the public:
"1,000 songs in your pocket"
When he launched the iPod with that slogan, others were still promoting MP3 players with "1 GB storage space." Simply by packaging the product differently, Apple gained a huge advantage over others, because it helped customers imagine themselves becoming a better person (having 1,000 songs in their pocket).
Like the image below:
Mario (potential customer) + Fire Flower (your product; not the selling point) = Enhanced Mario who can throw fireballs (making the customer better; that's the selling point)
Using images to present products is a popular and clever marketing method, making it easier for companies to emphasize "the benefits after purchase, rather than the product's features."
I've heard many marketing cases that emphasize benefits, but I always found it hard to distinguish between "benefits" and "product features," so I researched this topic. Below, I'll present some well-executed examples.
How to distinguish product features vs. benefits
A blogger explained it this way:
"People don't consume products; they hope to buy a better version of themselves. When you try to attract more customers, do you list your product's features, or do you describe how it can make them better?"
Jason Fried, co-founder of the former 37signals, also discussed this topic on Twitter:
"'Here's what our product can do' and 'Here's what you can do with our product' sound similar, but they are completely different approaches." — Jason Fried (@jasonfried) November 13, 2013
The blog believes that product features are "what your product or service does," while benefits are "what do these products or services mean? Why are they important?" In fact, products often have some features that are useless, causing a great waste of resources.
Therefore, I think product features are more like the "content" of your product or service, while benefits are the "reason" behind that content.
Below, I'll list some great marketing examples:
Evernote
"Remember Everything"
It can't help you remember anything. In fact, it can't remember anything—it's just software. But it does offer some features to help you store and organize things. "Remember everything" is the benefit you can achieve with Evernote.
"Start a conversation, explore your interests, and be in the know."
On its official introduction page, it lists several benefits of using Twitter, rather than a description of Twitter's functions.
Nest Thermostat
"Saving energy is a beautiful thing"
This is my personal favorite. Its slogan is so concise that it uses only six English words, yet it clearly tells customers the biggest benefit of Nest products (saving energy), which is also the product's unique selling point.
"Be great at what you do."
This goes a step further by directly addressing the customer in the slogan, conveying the concept more clearly: if you use LinkedIn, you'll be better at what you do. It's customer-centric, rather than pushing product features and the company's motto.
GitHub
"Build software better, together."
Another super concise but clear slogan. The benefit GitHub brings to customers is simple and clear, and it doesn't even need to mention any product features.
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