In the Spelling out the Benefits Part Two article a few months ago, I gave examples of how to build a verbal bridge between a feature and the benefit. I also explained the importance of linking features to benefits to give them believability and said that just because something is categorised as a benefit don’t assume that the customer will be interested in hearing about it.
So far in this series we have worked on translating features into benefits. Doing this answers the WIIFM question for the customer:
“What’s In It For Me?” – What’s it going to do for me? How will it make me look good, save me time, make me money?
To answer this question effectively you spell out the benefits in terms that are meaningful for your customer. In Part Four the ‘So what!’ test was introduced as a way of doing this.
Another way of spelling out the benefits is often called ‘FABing’. This involves splitting the process into Feature, Advantage and Benefit.
F for Feature – This is what the product has
A for Advantage – This is what the feature does
B for Benefit – This is how this feature will help you the customer
Feature: It’s made of wool;
Advantage: which means it will breathe easily;
Benefit: and will keep you warmer in winter and cooler in summer.
The Benefit, the intangible part, has been spelled out further by splitting it into an Advantage and a Benefit.
Give it a try and let me know how you go.
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