What is Selling Benefits?

"Selling benefits" is a growth marketing strategy that has long been used to connect with the real needs and desires of customers.

Rather than solely highlighting the features or functionalities of a product, marketers realized the need to explain how these features solve problems, meet needs, or enhance the customer's life. This also called to mind a less focus on the actual cost or the technical aspects of the product.

The idea behind this tactic is simple yet effective, the intent is to spark an emotional response. When marketers sell benefits, they are essentially telling customers how their product or service will improve their lives, thus aiding in converting potential customers into actual ones. This method looks beyond the immediate value or feature of a product, delving deeper into what truly matters to the client - the benefits they stand to gain. It is particularly powerful in the realm of conversion, as it taps into the buyer's psyche, persuading them to make a purchase by demonstrating the clear benefits they stand to enjoy.

Examples of Selling Benefits

1. Consider skincare brands that advertise not just the fact that their product includes hyaluronic acid (a feature), but that this ingredient provides benefites like intense moisturization and a smoother, more youthful complexion.

2. A software company doesn't simply highlight that it has a feature-rich project management tool; instead, it talks about how its software can help teams collaborate easily, manage tasks efficiently and thereby increase productivity.

3. A gym doesn't just tell you about their latest machines and extended opening hours. They tell you how you can achieve your fitness goals, boost your body confidence, or improve your overall health by joining them.

4. A mattress company advertising not just the superior quality of the foam used in their mattresses, but emphasizing how that leads to a good night's sleep and thereby improves health and productivity.

5. A language learning app that doesn't just tout its extensive library of languages (a feature), but emphasizes that it can empower users with the ability to communicate in various languages, thereby opening up various travel, work, or life opportunities.

Marketing Tactics Similar to Selling Benefits

1. Value Proposition: this is a clear statement that explains how your product solves customers' problems, delivering specific benefits. Similar to selling benefits, but with a broader focus other than only benefits.

2. Emotional Selling: This focuses on eliciting emotional responses from customers, similar to the emotional attachment created when benefits are pitched.

3. Unique Selling Proposition (USP): This is what distinguishes your product from the competition. While it can relate to features, it often goes a step further to include the benefits these unique features provide.

4. Solution Selling: This selling strategy focuses on how a product or service can solve a specific problem the client has, which is the inherent philosophy in selling benefits.

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