FEATURES, ADVANTAGES
AND BENEFITS
FEATURE
• A physical characteristic, that you can see,
feel, touch or measure.
• Expressed as a noun.
• Answers the question -- WHAT IS IT?
ADVANTAGE
• A performance characteristic, expressed as
an adjective, a verb or an adverb.
• Answers the question, What will it do?
BENEFIT
• An asset characteristic expressed as a
personalized value.
• Answers the questions-– What does that mean to the buyer?
– Of what value will that be to the buyer?
TYPES OF BENEFITS
• Company benefits
– Make or save money
– Save or make better
use of time
– Make a job easier or a
product better
– Save lives or improve
health.
• Personal Benefits
–
–
–
–
Recognition
Achievement
Security
Personal profit or
pleasure
SO WHAT!!!!!
MARKET
BENEFITS
BENEFITS TO USING FAB
• Helps organize the mind - market wise
• Easier to explain
• You think about their needs and how my
product or service will fulfill them
• Easier for the customer to understand
• The advantage backs up the feature
• Forces you to get to the benefit