Feature, Advantage, Benefit (FAB)
It is not difficult to see the difference between a feature and a benefit. Developers mistakenly present their software product’s features as the solution to their customer’s problem. That won’t work because what the customer really wants to know is how your product or service will benefit them.
Features Tell, But Benefits Sell
Build reader’s desire for your software product by mapping features to benefits – benefits to members of your target market.
When it comes to the marketing copy, it’s important that you don’t forget those benefits at this stage. When you describe your offering, don’t just give the facts and features, and expect the audience to work out the benefits for themselves: Tell them the benefits clearly to create that interest and desire.
Example: “This app helps you find doctors” describes a feature, and could leave the audience thinking “Is that it?”. Persuade the audience by adding the benefits something like “get in touch with the right physician – by accessing reviews, ratings and contacts – all from a single app”.
How to Determine the Benefit
If you did proper requirement analysis before starting coding your software, you already know what the benefits to the end user are.
Use that list and simplify it further so that more new prospects can understand what they can achieve using your software.
In general, nearly every software feature you will result in a benefit, but they may not always be obvious.
Answer these questions:
- How can you help your customer see the benefits? Start with a list of a product or service’s features.
- What does it do?
- What unique characteristics does it have?
- What technical information is important?
Once you have all of your features listed, think about what each feature means. Why does it matter? What problem does it solve? Your benefits should dig deep and be as specific as possible. Show, don’t tell.
Finally, keep in mind that some features are simply that—features. If the dimensions of the product are standard, or your software is compatible with standard operating systems, you may not need to include them as a benefit when selling to a customer.
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- Heard these software positioning stategies? - August 10, 2014
- Do you use FAB to market your software? - August 9, 2014