Remember that!

I believe that not so many people understand the distinction between the two and it is important you understand it because knowing this can boost your sales!

I think that Apple did the best showing of this when they released their iPod and they were communicating benefits and not features, to be more correct they flipped features into benefits.

So fo feature of iPod od 1 GB storage for MP3s they presented it as 1,000 songs in your pocket. Brilliant right?! I believe so.

Because you see I don’t see 1GB of storage and I can not relate to that but I can relate to 1,000 songs in my pocket.

And there is a reason why they wrote 1,000 songs in your pocket since that is also a benefit that separates them from the competition. In that time when MP3s were becoming a thing most of them could put like 50 or 100 songs on it, iPad is saying with our 1BG of storage (feature) you can have (benefit) of 1,000 songs.

That is in my opinion one of the reasons why the iPad was so successful because they manage to flip features into benefits and marketing it that way.

Try to focus on selling the RESULT!

Why people should have iPod and how they can benefit from their purchase.

When trying to flip feature into benefit ask yourself SO WHAT question.

Here is another example. Shampoo

People don’t care about panthenol, they want beautiful hair.

Some features that I saw in a fitness field and when people are selling their items is that they present it as Meal plans and shaker included!

SO WHAT?

What they should say is Meal plan and shaker included SO YOU KNOW EXACTLY WHAT TO EAT!

Action.

For whatever product or service you have written a list of your features and then apply SO WHAT test to flip features into benefits.

Then through your marketing channels communicate those benefits.

Darko Bilandžić
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