Products may be described in terms of their features and benefits.Features are product characteristics that deliver benefits; we buy products for their benefits. Stated another way:
- Features are product characteristics such size, color, horsepower, functionality, design, hours of business, fabric content, etc.
- Benefits answer the customer’s question: What’s in it for me?
While product features are usually easy to detect and describe, product benefits can be trickier because they’re often intangible. The most compelling product benefits are those that provide emotional or financial rewards. It’s not the brighter smile that the toothpaste offers that is its benefit; it’s what the smile might bring you. (A good-looking mate, a better job, etc.) (more…)
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