MOBE Training: How to Turn Product Features into Customer Benefits

Customers buy benefits, not features. When someone pays for a product, it’s for what it can do for them. Sometimes they might not even fully understand the feature, but if the product can help them solve a need they have or a problem they are facing, they might buy it.

customer-benefits

Products though, don’t always come with specific benefits that affiliates can just use on their copy, it’s usually of the product’s grand features, and it’s up to the affiliate to sell those features to the customers.

Below are a few tips on how you can turn features into benefits customers will appreciate and buy.

Personalize the Feature

Clearly define the feature in a personalize manner. Do not tell consumers what the feature does, tell them what the feature does for them. For example, if you are promoting a business process automation software, instead of saying ‘Fast and accurate processes’, say ‘You’ll be able to perform your business processes faster and more accurately, with the removed problem of human error.’

Capitalize on The Results

What does the user achieve at the end? It should be something that solves their current problem. For example, the user might have a problem of mixed orders, so a business process automation software will remove this problem and make the business run smoothly, thus more customer satisfaction. A benefit from this could be ‘Deliver correct orders in a timely manner and fully satisfy your clients.’

Zoom in On Consumer Wants

What do your consumers want to achieve generally? Most common wants include making more money, business growth, etc. Zoom on those wants and describe how the products you are promoting satisfies them. For example, a business generally wants to generate more income. When promoting a business process automation software, a benefit could be ‘Service more clients in a shorter time and triple your gross income.’

Explaining your product’s strongest features can be important, but features can get technical and people may not understand them, which will drive them away from the product. Make them practical, personal benefits that people can relate to.

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