You *must* understand the difference between features and benefits. Features are tangible and benefits are intangible. Features describe what a product is or has based on physical/tangible characteristics. On the other hand, benefits are feeling oriented. Remember that the reason that people come to the Internet is because they have wants and desires. The key for you is to market to people’s problems. This is the *sole* reason that people come to the Internet.
From the list of benefits that you create, you want to distil down to the very essence which is your key benefit. You do this by playing the “Which Means What?” game with yourself.
Your assignment is to record all the features and benefits that your product will provide to your target audience.
Here are some Definitions to explain the difference between Features and Benefits.
Definitions
Feature = What a product IS or
Advantage = What your product DOES
Benefit = How your product HELPS you
Example
Let’s look at the example of a pen. Let’s say you design a new fangled pen using a proprietary ink formula that you have developed.
Feature: Has non-blotching ink
Advantage: Won’t leave blotches of ink and hence smudge marks on a page
Benefit: Saves you the frustration of making a mess by smudging blotches of ink. Saves you the frustration of trying to get your ink to flow properly. Saves you money since you don’t have to purchase pens as often.
You are now going to create a Benefits vs. Features comparison for your book.
An Exercise:
List every possible feature and benefit that your product offers your target group. Make sure that includes everyone. The key with successful marketing is to focus on the benefits, especially those that make you different in the market place.
You must consider the following propositions in order to better market yourself and your book
USP—Unique Selling Proposition
A Unique Selling Proposition:
Is what differentiates your product/service from all others.
Is the most unique benefit that your product or service provides that others do not
is the one thing about your product and service that makes it unique among your competitors
Is a one sentence summary of your uniqueness distilled from all possible statements of your uniqueness
Is clearly written so that anyone can understand it
Is a believable statement
Is targeted to a "niche" market
Is a proposition that fills a void in the market
Provides a solution to a problem
Is measurable
Is the statement that tells the customer/client exactly 'what's in it for them'
Draws attention to both the rational and emotional side of the customer
Examples:
Learn how to write a book from the first person to use books to make a million dollars!
Work with the only sales trainer in the world who uses improv comedy to help you laugh all the way to the bank!
Our warranties are the best in the business and they have NO fine print!
MSP—Multiple Selling Propositions
A Multiple Selling Proposition:
Is exactly like the Unique Selling Proposition except there are more of them
Reflects the fact that your product/service may offer several unique propositions
Allows for the use of several USP's at the same time or at different times to different niche markets
Draws attention to both the rational and emotional side of the customer
Allows you to market your product/service in several ways
Covers a number of possible reasons for continued interest in your product/service
Is an option to a single USP
Examples:
Our warranties are the best in the business and they have NO fine print!
Our service department charges you nothing until the problem is fixed-and stays fixed!
UPP—Unique Personal Proposition
A Unique Personal Proposition:
Is a unique personal characteristic/trait that makes what you have to say as an author worth listening to
Gives credibility to what is shared with the reader because of who the author is and what she/he has accomplished
Is what distinguishes your personal background history from others who want the attention of the niche market
Demonstrates the wisdom acquired and shared with the reader
Makes the author a "member" of the targeted niche market
Exhibits true leadership qualities
Offers "hope" for the prospective client
Example:
Jim Edwards was living out of a trailer in complete squalor until his book business paid for his house in
Glenn Dietzel had a high paying job as a vice principal but he risked it all to become a successful book author and replaced his (and his wife’s) income in record time!
Once you understand the difference between features and benefits, you can make every communication with your prospects and clients much more powerful. This puts money in your bank account.
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