Finally, British scientist have solved the age-old question of which actually came first! These scientists found that the egg can’t be produced without a protein found exclusively in a chicken’s ovaries. The egg can only exist if it has been created inside a chicken.
So, what does that mean to me? First, it debunks evolution and confirms that God created all living things in adult form. It also means that now I am permitted to crack other matters of importance such as what comes first, a feature or benefit? Really? Yeah, well sometimes I grab at straws to pull in a good analogy. Here it goes…
Just like with our chicken and egg dilemma, this perplexing question has scrambled the minds of business owners for years. Do you really believe your customer is going to compare your product with your competitor in a unbiased and logical manner? Real life tells us that people make emotional decisions and then rationalize and justify those decisions!
So, what comes first? The feature (yawn) or the benefit? Emotion will always win over logic. A benefit will always win over a feature.
A feature is what a product or service does or has. For example, those new pants I just bought are made out of a wrinkle-free cotton blend and are black. A benefit results from a feature and is what a product does for someone. For example, those new pants make me look 10 pounds slimmer. Now, that’s a reason to buy a pair of pants!
Sometimes it can be hard to tell the difference between a feature or a benefit especially when you’re selling a service. The best way to figure it out is to ask yourself, “So, what does it do for me?” If you can’t come up with an answer to this question, then you just heard a feature instead of a benefit.
To be successful with your marketing and advertising, you must know what your product features include. Once you understand the features, you can figure out your unique selling point based on what really matters to your customer! Don’t lie or exaggerate or you might just end up with egg on your face! (Sorry, I just couldn’t help myself!)