When features are more important than benefits

One of my marketing friends said something important about features..

We’re typically taught to prioritize benefits > features…

But he made this point:

A more advanced customer cares a lot about features…

Because they already know how important they can be…

Someone in the market for a new guitar, for example

He said the advanced guitar player doesn’t need to know about benefits

He cares a lot more about the features of the guitar

Because he knows how to take advantage of those features

He’s already aware of the benefits

I think you can still talk about the better benefits that come with better features

But it’s a great point that often gets lost..

You may have audience members who are at different points in their journey

Certain things are more important to a beginner..

They may need to be sold more on benefits or the opportunity..

The advanced customer may just need a list of the features

That’s why a lot of upsells and offers to existing customers are much shorter..

They don’t need all the background info..

They’ve already been through that.

It’s good to get super specific on who’s in your audience and what matters most to them.

-Rachelle C Davis