Features vs Benefits
The distinction between what a product does (features) and what it does for the customer (benefits).
Also known as: Benefits Over Features, Sell Benefits Not Features, FAB Framework
Category: Business & Economics
Tags: marketing, copywriting, sales, communication, persuasion
Explanation
Features vs Benefits is a fundamental marketing concept distinguishing between product attributes and customer outcomes. Features describe what something is or does; benefits describe what it means for the customer. Successful communication leads with benefits.
**The Distinction:**
- **Feature:** 500GB storage
- **Benefit:** Never worry about running out of space for your photos
- **Feature:** 24/7 customer support
- **Benefit:** Help whenever you need it, even at 3 AM
**Why Benefits Win:**
- People don't buy drills; they buy holes (and really, they buy the shelf they want to hang)
- Emotions drive decisions; features inform them after
- Benefits answer 'What's in it for me?'—the only question customers really care about
- Features require translation; benefits are immediately understood
**The Hierarchy:**
1. **Features** - Product attributes (what it has/does)
2. **Advantages** - How features help (what it enables)
3. **Benefits** - Personal outcomes (how life improves)
4. **Transformation** - Identity change (who you become)
**The 'So What?' Test:**
For every feature, ask 'So what?' until you reach the emotional benefit:
- Feature: Our app has AI integration → So what?
- Advantage: It writes emails for you → So what?
- Benefit: You save 2 hours daily → So what?
- Transformation: You have time for what matters
**Application:**
List your features. For each, ask 'So what?' three times. Lead your messaging with the final answer. Use features as proof points to support benefit claims.
Related Concepts
← Back to all concepts