Whether you’re selling a product or marketing a service, successfully communicating how it benefits your customers will dramatically increase your chances of making a sale.
From yoga classes and organic superfoods to bio-tech blood markers and new smartphones, a product may have the most jaw-dropping features in the world, but until you master a benefits-based approach to your marketing strategy, you’re ignoring one of biggest tools in your sales arsenal.
So how are features and benefits different? Let’s take a closer look:
1) Features are factual statements that describe your product or service.
Since the iPhone 5 was recently released, let’s take a look at three of its new features: faster network speed, an improved camera, and improved speakers.
2) Benefits are what your customer gains from using your product or service.
Think about the new iPhone 5 again and make a second list that explains how each feature will help Apple customers:
I’m sure these benefits aren’t exactly what Apple is marketing to their customers, but you get the point, right?
Marketing with a list of features is an okay digital video strategy, but the “What’s in it for me” sales moment happens when you connect you personalize your products and services and connect them to your customers. Not only will it help them remember your brand, but it will also compel them to make a purchase.
This is where a great video marketing strategy comes in. There’s no better way to explain how a product or service feature will help your customers than by showing exactly how it will impact their lives.
In this product demonstration video for Eco Realty, the company’s core value proposition—the homebuyer has found her dream home using Ecorealty.ca—is revealed in the first five seconds of the video as a hook to keep the viewer watching for the next two minutes.
This video is effective because you see the homebuyer, see her dream property and then learn how to use Eco Realty while also learning what you gain from their services:
If you focus on a features-based approach to your marketing message, you’re leaving it up to your customers to figure our why they want your product or service.
With a benefits-based approach, you are making an emotional connection between your product and your customers as well as focusing your marketing message so it targets the right customer and generates a faster sale.
If you’re interested in learning more about a benefits-based video marketing strategy could benefit your company, please contact us here or at email@example.com so we can learn more about your project and provide you with a quote.