{"id":89727,"date":"2023-01-20T16:37:00","date_gmt":"2023-01-20T20:37:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=89727"},"modified":"2023-01-25T12:32:32","modified_gmt":"2023-01-25T16:32:32","slug":"product-benefit","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/product-benefit\/","title":{"rendered":"Your Product’s Benefits: How to Identify & Market Them"},"content":{"rendered":"\n

How should you identify your product’s benefits? After that, how should you effectively market them?<\/p>\n\n\n\n

Drew Whitman is an advertising coach and the author of Ca$hvertising<\/em>, a book that will teach you the fundamental rules of advertising. According to him, to market your product successfully, you must know how it benefits at least one of the eight core needs of human beings.<\/p>\n\n\n\n

Read on to learn how to identify your product’s benefits and use them in marketing, according to Whitman.<\/p>\n\n\n\n\n\n\n\n

Identifying Your Product’s Benefits<\/h2>\n\n\n\n

In his book Ca$hvertising<\/em>, author and advertising coach Drew Whitman says it’s crucial that you be able to show your product\u2019s ultimate and most important benefit to the consumer<\/strong>. A product\u2019s benefits are the reason customers buy it, so clearly you’ll want to showcase these in your ad. <\/p>\n\n\n\n

Importantly, the benefit<\/em> of a product is different from its functions<\/em>. Functions are the practical things a product does: clean your windows, for instance, if you sell window cleaner. A benefit<\/em> is the feeling of happiness, efficiency, or peace the customer hopes to get from the product: the joy of having sparkling windows and knowing these will impress passers-by, for example. <\/p>\n\n\n\n

Therefore, in ads, explain to readers how they\u2019ll benefit<\/em> from your product\u2014how the product will make their lives easier, more efficient, or more enjoyable. Always highlight the greatest benefit to readers first, both in an image and the ad\u2019s headline. <\/p>\n\n\n\n

How to Uncover Your Product\u2019s Benefits: Customer Interviews<\/a><\/strong>

Whitman recommends showing what your product\u2019s benefit to the customer is, but how do you know what that benefit is? Arguably, a product\u2019s benefit is in the eye of the beholder, and as a product creator or seller you might not know exactly how consumers derive joy or utility from it. 

One way to determine a product\u2019s benefit is to do customer research<\/a>. This can be done through customer interviews, email surveys, or focus groups<\/a>. Interviews are likely most effective in teasing out how a product benefits your customer<\/a> because the conversational format will likely make consumers more willing to describe their experience using your product in detail. An interview also lets you control the conversation, ensuring the customer doesn\u2019t confuse benefits and functions and simply describe the product\u2019s functions. 

Finally, a customer interview<\/a> might also help you pinpoint how best to present your product in your ad\u2019s headline and image. For instance, if your customer says the greatest benefit of your window cleaner is the satisfying squeak of a clean window, you might allude to this in the headline or image. <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Marketing Your Product Effectively<\/h3>\n\n\n\n

To market your product and showcase its benefits most effectively, Whitman recommends using competitors\u2019 inferior products to strengthen the position of yours<\/strong>. When comparing your product to a competitor\u2019s, be specific about how yours is better: Specificity helps convince the reader you\u2019re right. You can draw a comparison in three steps: <\/p>\n\n\n\n

  1. Warn the consumer of the inferior products other brands are trying to sell them. For instance, you might say: \u201cMy competitor will try to get you to believe their cheap light bulbs are just as good as ours.\u201d<\/li>
  2. Offer an unconvincing argument in favor of your competitor\u2019s inferior products. This weak argument<\/a> encourages prospects to perceive the competitor\u2019s product as unacceptable. You might thus say: \u201cThose cheap light bulbs may be fine if you don\u2019t mind irrevocably damaging your eyes.\u201d<\/li>
  3. Advocate for your own position and product. This builds on the customer\u2019s existing distaste for the competitor\u2019s product. \u201cBut that\u2019s not how we do things at our company. We believe every room should be brightly lit\u2026\u201d<\/li><\/ol>\n\n\n\n
    What If Your Competition Is Too Good to Compare Against?<\/strong>

    Whitman advises comparing your product’s benefits against your competitor\u2019s so that your product appears superior. But what if your competitor is already using these three steps to compare their <\/em>product to yours<\/em>? Or what if your competitors have a top-notch marketing campaign<\/a> in place that\u2019s difficult to attack? In All Marketers Are Liars<\/em><\/a>, <\/em>Seth Godin provides some ways to circumnavigate a competitor\u2019s marketing efforts so that you can still compare yourself favorably against them. 

    For example, if the most powerful brand on a market has an unshakeable marketing plan,     Godin recommends finding a smaller niche within your market<\/a> and then comparing yourself favorably against the less prominent brands in that niche. Then, you can use the three steps Whitman recommends. <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

    Rely More on Either Facts and Figures or Emotion and Positive Association<\/h4>\n\n\n\n

    The next step is to lean on either logic and facts or emotion and positive association, depending on your product’s benefits. People make buying decisions<\/a> differently, depending on what they\u2019re buying: When purchasing something critical to their livelihoods\u2014a car, a house, and so on\u2014they think logically and based on facts. When contemplating the purchase of something less important\u2014apps, snacks, and so on\u2014they\u2019re guided by emotion. <\/p>\n\n\n\n

    Therefore, you should consider what kind of benefit your product offers\u2014whether it’s something people need<\/em> in their lives or simply want for entertainment or enjoyment. If you sell something important, incorporate statistics, testimonials, scientific evidence, and the like into your ad. If you sell something less important, use colors, imagery, humor, and celebrity endorsements.<\/p>\n\n\n\n

    However, people rarely make buying decisions based exclusively<\/em> on either logic or emotion. Even if purchasing something insignificant, humans apply logic to ensure they\u2019re getting their money\u2019s worth. By the same token, humans also make important decisions<\/a> based on emotion. This means that in every ad, include both logical and emotional arguments to some degree, and simply vary the weight you give them. <\/p>\n\n\n\n

    Quantifying How Much Humans Use Logic and How Much They Use Emotion<\/strong>

    Whitman argues that consumers favor<\/em> either logic or emotion in buying decisions, depending on what they\u2019re buying, but that all consumers use both<\/em> logic and emotion no matter what. In Way of the Wolf<\/em><\/a>, <\/em>Jordan Belfort even goes so far as to quantify how much people use logic and emotion. 

    Belfort says that     people only use 5 to 10% of their brainpower to form conscious, logical decisions<\/a> and the other 90+% of their brains to form impressions that lead to emotional decision-making<\/a>. This stands somewhat in contrast to Whitman\u2019s assertion that people use logic more than emotion when making big decisions. Belfort believes instead that people mostly use emotion to come to a decision but rationalize <\/em>that decision using logic. It might thus be the case that a homebuyer falls in love with a charming cottage and then rationalizes that love by telling themselves the market is good now, the price is right, and so on. 

    To that end, Belfort encourages salespeople\u2014his target audience\u2014to influence a prospect logically using words and emotionally using tonality and     body language<\/a>. You might apply this principle to your advertising by using copy<\/em> to rationally persuade a customer to buy your product and images <\/em>to emotionally persuade them to buy. <\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"

    How should you identify your product’s benefits? After that, how should you effectively market them? Drew Whitman is an advertising coach and the author of Ca$hvertising, a book that will teach you the fundamental rules of advertising. According to him, to market your product successfully, you must know how it benefits at least one of the eight core needs of human beings. Read on to learn how to identify your product’s benefits and use them in marketing, according to Whitman.<\/p>\n","protected":false},"author":19,"featured_media":29491,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[104,103],"tags":[873],"class_list":["post-89727","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-sales","tag-cahvertising","","tg-column-two"],"yoast_head":"\nYour Product's Benefits: How to Identify & Market Them - Shortform Books<\/title>\n<meta name=\"description\" content=\"How can you identify and market your product's benefits? 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