| > | | | | The benefit of "no reader required" is that the |
| Whenever someone mentions advertising or sales | | | | software is complete within itself. Unlike some ebook |
| you can be sure the phrase "features vs. benefits" | | | | compilers that require the ebook purchaser to |
| will come up in short order. Everyone knows that | | | | download special software in order to view the book, |
| phrase. Everyone knows that features don't sell, | | | | this feature offered the benefit of being all-inclusive. |
| benefits do. However, exactly what is a benefit and | | | | As soon as the book was downloaded, the customer |
| how do you turn features into them? | | | | could begin reading without further delays. That |
| Let's get some definitions set forth first. A feature is | | | | spoke to the concern and answered the question, |
| an attribute of a product or service. Web site hosting | | | | "What's in it for me". |
| companies will often tell you there package offers | | | | As you can probably tell by now, the benefits are |
| "catch all" email addressing. That's a feature. That | | | | what make a difference to your customer. The |
| type of email is a mechanical part of the hosting | | | | benefits - more or less - explain why the feature is |
| package. | | | | important. This is why benefits have selling power |
| To determine the benefit, you look at how the catch | | | | and most features do not. |
| all email adds value to the customer. In other words, | | | | Here are a few steps you can use when working |
| "What's in it for me"? | | | | with the features vs. benefits equation: |
| The customer doesn't care about the mechanical | | | | 1. List the features of your product or service. (Catch |
| feature of the hosting. What they do care about is | | | | All Email.) |
| how the catch all email can improve their life. Catch all | | | | 2. Next, list the concerns or needs of your |
| email allows anything typed before the | | | | customers. If you don't know
ask them. (Being |
| "@domainname.com" to go through the system and | | | | able to get emails even if misspellings or other |
| make it to the "primary" email box. The benefit of | | | | mistakes occur.) |
| catch all email is that even messages with a | | | | 3. Next, ask yourself, "Why does this feature matter |
| misspelling in them make it through so you stay in | | | | to my customer"? Write your answers on the list. |
| contact with your customers. Every online business | | | | (Catch all email allows you to stay in touch with your |
| owner cares about that. | | | | customers.) |
| One of the most effective ways to derive benefits | | | | 4. Finally, take it one step further. As yourself, "What |
| from features is to address problems or concerns | | | | problem or concern can this feature address"? (You |
| your customers have. Let's turn our attention to the | | | | can know that any email sent to will make it through |
| ebook industry for a moment and define some | | | | to you.) |
| concerns these customers might have. | | | | 5. Write down the benefit. |
| When publishing an ebook, the concern is primarily | | | | By explaining your sales information in language the |
| about getting the information across to readers. It | | | | customer can understand you are helping them reach |
| needs to be in a format they can readily access. | | | | the point of purchase more quickly. So, the next time |
| While reading the sales copy for some ebook | | | | you create an ad, be sure to focus on the |
| compilers, the phrase "no reader required" came up. | | | | information that's important to your customers
|
| This is a feature. It didn't mean much to me until I | | | | benefits. |
| read the benefit | | | | |