What’s the difference?

Why is it important?

Features are things about a product that describe it. Usually, they can be found in the product description page. Features include things like all the colors the product comes in or the physical dimensions or the technical specs of the electronic components or new upgrades that have been added.

Benefits are all the things about a product that solve a problem for the consumer. For example…

Feature: ‘Available in 12 unique colors’ 

Benefit: ‘Easily coordinates with any decor’

Customers want to know what’s in it for them. Don’t get me wrong, features and specs are critical for the overall product description and are certainly part of the buying decision but, ultimately NOT what potential customers care about. I know what you’re thinking…”Why not? That bulleted feature list contains all the great stuff about my product.”

And you’re right. But, it doesn’t have to be one or the other. The features of your product will feed the benefits. It’s important to paint a picture for you customer about how their problem will be solved by your product.

Both are important to your consumer. Both are important to your business.
The next time you launch a new product (or rethink an old one!) think carefully about what it will really do for your customer. Use the great features to fuel the great benefits. This will undoubtedly help your bottom line.