Features vs benefits

Lesson Details:

Video Transcription – In this video let's talk about another very powerful business skill and that's talking in features versus benefits and when you're an engineer you have a tendency to talk about features oh I built this way to log in I built this way to upload a picture my database is so fast nobody cares that much except you of course because you put your sweat and blood into it but maybe not blood but your sweat and butt features are generally boring and everybody wants benefits so you have to speak in benefits and we're gonna go over how to do that but I'd like you to do for this exercise is take your product describe it as you would now and what we're gonna do is try to turn it into probably you've described it in terms of features let's actually turn it into benefits now what are benefits that people want there's only a couple of main benefits that people ever want and every other benefit stems from those benefits so people want security a sense of belonging a sense of being loved that's all they want and every other benefit is built on top of it people don't want to lose weight they just want to be more attractive so they can find love right people don't want Facebook they wanna stay in touch with people they want to show how cool they are they want all those things sometimes they want to make money on Facebook also that's the reason that's a good benefit right security wealth it's really stems from human needs and everything else is just a way to get there so you can think of features are just a way to really get to the benefits and nobody wants the features because the feature of losing weight is like you have to exercise you have to eat that's really not only boring but like actually nobody wants to do exercise and eat right but people want that benefit of those things so let's do an example of Instagram what are the benefits of Instagram and then you're going to do an example for your business so what are the benefits connect good friends build relationships maybe for your business you want to grow a following you want to make money for your business by promoting things on Instagram or getting clients from Instagram so you want to build your brand for your business and so it's either you see its stems from only two things making money on Instagram or making it somehow advantageous to you socially that that sense of belonging sense of security what you could say about Instagram that would be wrong that would be features would be like you can post pictures nobody cares about just posting pictures you can look at pictures well nobody cares I mean pretty pictures okay but it's just very pretty pictures it's just very shallow entertainment what are you really looking for so try to you know make an account follow friends nobody really you know following friends is less exciting than building strong relationships with friends building strong relationships would be closer to the benefit following and following that's just how you do it that's the muck of it you don't want to advertise that you don't want to lead with that that's just not exciting and you always want to be exciting and compelling when you're trying to get people to use your product so you can always explain it the engineering way like I you can make an account and write a description about yourself and schedule appointments whatever maybe some other software you're creating might be but those things are so boring nobody ever wants to do that people want the benefit of your software what's the benefit of your software it might be easiest fastest way to schedule business appointments who you never lose clients and you save time and money okay people want to do that people want to save time with money they don't want to schedule anything they don't want to be organized I mean they just want the benefit of being organized so now list five things about your business hopefully it's already going to be in form of benefits if it isn't rephrase it into benefits.