Features, Advantages, and Benefits | JT Product Marketing

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To help us avoid focusing on features and instead focus on benefits and experiences, there is an old, classic sales and marketing tactic known as the Fab method or features. Advantages and benefits. This method can be explained as follows. Features are the attributes of a product or service or the what that the customer is getting. Advantages describe the feature or the how it provides value to the customer.

Benefits describe why the advantage is valuable in a way that emotionally connects with the customer. It also describes how it will solve the customer's pain point. Consider it the why. This is usually the aspect of marketing that connects best with the customer.

Transcript:

Hi, I’m Jeremy, and this week’s marketing tip from JT Product Marketing will focus on features, advantages and benefits. If you’re not sure what this means, I’ll help clarify. But a quick example of this.

Computers used to and still sometimes do advertise the size of the hard drives and the amount of Ram by saying things like 500GB of storage and 4GB of Ram. Not everyone knows what these numbers or terms meant. I’ll bring it up later as an example.

So when selling a product, you can’t focus on the features no matter how great you think they are. This is because customers don’t always know what they mean. Businesses and marketers could probably make things better or easier, but this doesn’t always happen as marketers.

To help us avoid focusing on features and instead focus on benefits and experiences, there is an old, classic sales and marketing tactic known as the FAB method or features, advantages and benefits. This method can be explained as follows: Features are the attributes of a product or service or the what that the customer is getting. Advantages describe the feature or the how it provides value to the customer. Benefits describe why the advantage is valuable in a way that emotionally connects with the customer. It also describes how it will solve the customer’s pain point. Consider it the why. This is usually the aspect of marketing that connects best with the customer. So now I’ll break it down a little bit further.

With a feature lets say a new smartphone you’ve been eyeing has a battery life of 12 hours. Okay, great, but what does that mean? With an advantage you’ll compare the new phone to your current phone. This new phone has a battery life that is 4 hours longer. Okay, that sounds better, but why does that still matter? The benefit is the better, and longer battery life on this new phone lets you play games, listen to music or podcasts, and watch content for longer.

Let’s review this with another example. A product feature describes something about the product you are selling. For example, there’s a new charging cable called a USB-C charger. Very few people even know what this means.

A product advantage describes a performance characteristic. An example is that the new USB-C cable charges much faster than the old USB cable. Okay, you still don’t know why you need it, but this advantage does make a little bit of sense.

A product benefit describes what the product feature and advantage will do for a buyer. In other words, what does it mean to the customer? An example is that you spend less time charging and more time playing.

Okay, now customers don’t really know what the cable is still, but now they really want it.

Okay, now to go back to the beginning with the computer example. Instead of saying 500GB of hard drive, you could say it stores more of your music, memories and important documents and files. And instead of saying 4GB of RAM, you could say it provides a smoother operating experience.

There are a few manufacturers that list their products, features, advantages, and benefits on their literature. More of them should do this. Their products could probably be promoted much more effectively. Some of the best selling products and brands sell so well because they know how to sell their benefits and emotionally connect with their customers. Thanks for watching and stay tuned next week.