Benefits, not features!
And it’s true: Most of the time, focusing on the benefits of your product or service is better than focusing on the features. (Not sure which is which? Check out this video I made. And please don’t make fun of the lisp I seem to have when I say “transformation.”)
But there is a time and a place to talk about the features of what you sell, too.
Write a blog post that shows how your solution is different from others out there by focusing on the features.
Features can be a great way to differentiate yourself from the competition. And I’m not just talking about the size and color your product comes in.
Take, for example, Marie Forleo’s BSchool.
There are plenty of courses and gurus out there that purport to teach you how to run an online business. But some of the features of BSchool really set it apart:
- It’s fun and colorful, which appeals to a certain segment of the population.
- Marie is known for being sassy and she has a well-known style from her MarieTV webisodes that sets her style of teaching up to be very different from lots of other courses.
- Marie has some great friendships and connections with other well-known internet entrepreneurs, which means her bonuses are likely going to be pretty cool.
- And BSchool comes with access to a very cool and very active community of current and former BSchoolers, which many people believe is worth the price of admission.
Not one of those things is really a primary benefit of BSchool, but they do really set the program apart from its competitors. (As a matter of fact, Marie talks about the Blue Ocean Strategy in the curriculum, which is all about positioning yourself to be very different from your competition.)
Marie could easily write (and probably has) a blog post about the features that set her product apart. “Tired of boring business classes that teach you a bunch of theory you’re NEVER going to use? Why not come to a FUN business course that’s all totally relevant to your life and style?” (OK, that’s a little cheesy, but you get the idea.)
This kind of post should come in the Desire phase of your editorial calendar, when you’re looking to really build up desire for your product before a launch or sale. Don’t do any hard selling here! Let the features marinate in their brains for a bit.
Knowledge without action doesn’t do you a whole lot of good, so brainstorm a few features of your product(s) that really set you apart and tell us about them in the comments below!