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5 Reasons Selling Benefits Converts More Customers

Whether you’ve been running your own business since you could walk or your only real sales experience was that one summer you worked at Macy’s, you’ve probably heard the phrase “features tell, benefits sell” - or some variation of it.

But...has anyone ever stopped to explain WHY benefits are so much more effective at selling products and services than simply listing features? One might think a person about to buy your coaching program, fitness regimen or Etsy product would want to know the semantics of what they’re getting.

And that’s where one would be wrong.

{Alright, alright. That stuff is good to include too, but it’s more of a “cover your bases" situation.}

In reality, your customers aren't looking to buy a product or service, they're looking to buy an experience or an identity.

Here are the top five reasons why benefit-focused messaging helps you tap into that story and connect with more customers, more consistently:


1) Benefits Speak to Value Over Cost

While features communicate characteristics, benefits communicate results - and results are always more valuable. When thinking through your product or service, rather than simply listing “what’s included”, try building messaging around what your offer helps someone accomplish or become.


Feature-Focused: This four person tent includes two easy-assemble poles and a clip attachment system.

Benefit-Focused: With two easy-assemble poles and a convenient clip attachment system, set up is simpler than ever so you can get back to enjoying the campfire.

In this example, we see the value we get from this product is a lack of frustration that's typical of the experience and more importantly, the time we gain back - because everyone knows camping is about relaxing and roasting ‘mallows, not fighting with your tent into the evening hours.

2) Benefits Allow You to Tap Into Emotion

No matter how simple or seemingly practical our day-to-day decisions are, they all stem from our desire to avoid pain or seek pleasure. In marketing, benefits allow us to share stories and emotional motivators that harness this instinct - they create a vision and connection that inspire us to take action.


Feature-Focused: Purchase our “Whole Foods For Fitness” ebook today to get access to 50 step-by-step recipes.

Benefit-Focused: Start shedding weight and increasing energy TODAY with 50 step-by-ste