Date post: | 28-Oct-2014 |
Category: |
Marketing |
Upload: | theimagemporium |
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The IMAGEmporiumDAVID GARTHWAITE
The IMAGEmporium
Print Media
Promotional Products
Custom Apparel
Helping YOU do what WE do
How to make customers want your product or service
Features and Benefits
What are we all tuned to?
WII-FMWhat’s In It For Me?
FEATURES
• Delivery Options – Processing Time, Payment Methods and Options
A Feature is an attribute of a product or service that is true weather the product is purchased or not.
• Specifications – Color, Size, Physical Attributes and the “ests”
• Credentials – Experience, Associations and Awards
FEATURES
By just using the Specification Features, you are limiting your product and service to a commodity.
Credentials and Delivery Options are what set you apart from your competitor, and are the lease used features.
Features
Make a List of your Features and ask:
SO WHAT?The answer is a Benefit
Benefits
Benefits are what the customer will experience after the product or service is purchased.
Adding the word “YOU” to a feature can make it a Benefit.
Types of Benefits
EmotionalCognitive
Emotional Benefits
What the Heart wants
• Need for Simplicity and Convenience
• Need for Variety
• Need to Feel Important
• Need to Love and be Loved
• Need to Survive (Food, Shelter, Clothing, Income, Transportation)
Cognitive Benefits
What the Head needs
• The first results the customer can see and/or experience
• Must be supported by a Feature
• Any Benefit that is not and Emotional Benefit
Features & Benefits
Emotional
Features
Cognitive
Features allow the head to do what the heart wants
Pos & Neg Benefits
It is more persuasive to avoid a negative then produce a positive.
Benefits can be presented is a Pain Avoiding format.
Most Benefits are presented in a Pleasure Producing format - WIIFM
Create Copy
List your Features
Ask So What and add “YOU” to produce Benefits
Create both Cognitive and Emotional Benefits
Use Features to support the Benefits
Generate Pleasure Producing and Pain Avoiding Benefits
Helping YOU do what WE do
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