Many people are confused about the difference between Features and Benefits. One way to tell the difference is to use the “So What?” test.
When thinking of a reason why someone would fund your project, purchase your book, or buy a car from you – put yourself in the shoes of the prospective buyer and ask yourself, “So what?” Keep doing that until your imaginary customer says, “Oh. Now I understand.” Then communicate that concept in your promotional literature and they will be more likely to buy.
Feature: A four-color cookbook with a spiral binding. (So what?)
Advantage: It will lay flat while you are preparing the meal, making it easy to read. (So What?)
Benefit: It contains recipes that are easy to prepare and are guaranteed to please your guests. You will have more time to socialize and enjoy yourself at your parties. (Oh. Now I understand.)
Filed under: Benefits, Features, So What | 3 Comments
Great article. I’m going to include you in a blog post I’m working on…
I just opened 2 emails in a row for would be authors that want to create books with absolutely no market. I’m all for self expression, but why not focus on something the market want.
I’ll post a link to this article from the http://BestSellerauthors.com/blog