Know The Difference: Product Features vs. Product Benefits
Product features are the physical qualities of the product, while benefits are what the customer will get out of it. If you want to pick a good product that people will buy and enjoy using, you need to think about how the features you choose will meet those needs. You can do this by listing all your ideas for each feature and judging them against these criteria:
- Does it solve their problem?
- Is it something they want?
- Is it possible to make it cost-effectively?
What’s The Difference?
The main difference between product features and benefits is:
Features are the things that make a product work, and benefits are how those features make the customer’s life better.
For example, if you sell a cool box for picnics, one of its features might be industrial-strength insulation that keeps your food cold for up to 24 hours. The benefit of that insulation is that it allows you to keep your picnic food cool for many days.
Take the technical part and add “which” after it to make a sentence about how that feature affects customers’ lives in some way.
Another example is a weight lifting belt that has a premium stainless steel buckle. This buckle will last longer and handle a lot of weight, so you can focus on setting personal bests and smashing your goals in the gym. The belt will help you achieve your fitness goals without having to worry about your equipment breaking down.
Remember that people aren’t interested in the features of a product when you’re trying to sell it. They want to know what it will do for them! What does your product do for them? How will it make their lives easier or better?
Too many people focus on the features of their products instead of thinking about how those features benefit the customer. If you can’t list at least three benefits of your product, then you need to go back to the drawing board.
Remember that features are the physical qualities of a product, while benefits are what the customer will get out of it. If you want to make a good product that people will buy and enjoy using, you need to choose features that meet their needs.
Why Should I Listen To You, Ben?
I built, scaled, and sold an international 7-figure e-commerce business. Now I’m doing it again with several new brands. I consult with e-com businesses to help them get clear, take control, and scale. And I co-founded Ecom Brokers — the brokerage by e-commerce people for e-commerce people.
Best known as the founder of Beast Gear, Ben Leonard is the classic millennial entrepreneur. He built a business on a laptop, in a cupboard, in his spare time. The difference? Ben grew an international 7-figure business and successfully exited after 3 years; the business holy grail.
Want to hear more from Ben? Check out his YouTube Channel for e-commerce knowledge bombs.
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