Features,and,Benefits,Brainsto marketing Features and Benefits Brainstorming
Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie
This is it what I use BEFORE I begin to write any marketingcopy or launch any new product or service. You can completethis with the by-hand method listed here or use the formthat I've created (available in the FORMS section of our website, http://www.abundancecenter.com/forms/main.htm).I complete this exercise even when I think I'm sure that Ihave it done. The mind plays some funky games, by redoingthis exercise, my thoughts zone into what I'm working on,and my mind becomes razor sharp.In other words, if I am writing marketing copy and I do thisevery day for many different projects, even though I did theexercise yesterday for the same project, I repeat it withoutlooking at the previous version. Almost every timesomething new emerges that surprises the ding-dongs out ofme. This works on the principle that when you dump it on apage, your mind becomes free to allow what is underneath torise to the top.By Hand MethodOn a new sheet of paper, draw a vertical line down thecenter into two columns. Title the left column "Features"and the right"Benefits."Lets first start by listing the features. Leave theBenefits for after you dumped as far as you can at thissitting. Features are the adjectives that describe theproduct or service.Here is a few questions that will help speed your progress:* What does it look like?* What does it do?* How does it help?* What unique advantage does it offer?How is it different from other products/services?Your goal is to list at least 10 features.Now let us switch to the "Benefits" column. Here you needto describe the outcome (results) of each feature. Theyneed to describe the results of the feature you listed. Ifyou don't come up with anything, ask yourself if that isreally a feature. If not, scratch it out and keep movingdown.Here are a few questions to get you started:* How does that particular feature bring value to thecustomer?* Will they sleep better, eat better, make more money, orwhat better because they have it?Next, contact some prospects or past customers (not currentcustomers). Ask them to identify the benefit they see inyour product/service. Usually they can give you benefitsyou could not see. This is usually an eye-openingexperience so don't skip over it.Now, number each of the benefits in significant order fromthe prospect's perception. You can number them and then e-mail ten or so prospects, present and past customers, andask them to number them. Then you can see how well you knowyour prospects. If you are way off to their perspective,then at least you know you need to get to see things fromtheir viewpoint and you can work on that.Finally, yet importantly, choose the top, number one,ultimate benefit that stands out. THAT, my friend, is thefoundation of all of marketing and writing marketing copy.This isn't the end, now you need to build your marketingstrategy around this ONE, repeat ONE, benefit. Don't makethe mistake juvenile marketers make by expressing all thebenefits. This only confuses the buyers. Moreover, if yourprospects are responding, "I need to think about it" morefrequently then you prefer -- let this be your clue.
Features,and,Benefits,Brainsto