Are you talking benefits?

In sales, it’s often taught that we should be showing our customers features and benefits.

A feature is a statement about what you are offering. A feature describes what the product does, as well as the physical features of the product.

A benefit shows the customer what product can do for them.

Feature: Our canvas prints are available in many sizes and can be custom fit to your walls.

Benefit: Every time you come home you’ll see beautiful artwork on your walls of the people who mean the most in the world to you. A canvas portrait will be passed down for generations!

While both are important, in an industry like photography benefits are what pulls the heartstrings of our customers. If you’re just giving facts, then you’re losing sales. Also, be sure to not confuse a benefit with an advantage. An advantage is the intermediary to the benefit but doesn’t have the same emotional benefit to the customer

“Our canvas prints are available in many different sizes and can be custom fit to your walls (feature). We’ll even help you design the perfect grouping by showing you exactly how they will look on your walls (advantage). Every time you come home you’ll see beautiful artwork on your walls of the people who mean the most in the world to you. A canvas portrait will be passed down for generations! (benefit)

Look at your sales copy from your website to your print media to even the words that come out of your mouth during an in person ordering session. Are you selling benefits?

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