People don’t buy products – they buy expection of benefits. Don’t confuse product attributes with benefits.*
Attributes: Reside in the product; Tend to be concrete, but they can also be abstract; Also referred to as product features; Characteristics by which products are identified and differentiated. Product attributes usually comprise features, functions, benefits, and uses.
Benefits: Reside in the customer; Are always abstract; Often the result of a cluster of product attributes; What the customer receives from products or services; A product attribute expressed in terms of what the user gets from the product rather than its physical characteristics or features; A benefit is what that feature means; Four principal levels: features, advantages, benefits and motives.
- List all attributes/features of product.
- For each attribute, write the benefit(s). Keep in mind each attribute can offer several benefits.
- Customer will gain THIS BENEFIT because of THIS ATTRIBUTE.
- Why would a customer want this feature?
- “What this feature means to you is …” (speaking to customer)
*Source: How To Advertise – Kenneth Roman and Jane Maas