Chapter 5: Attributes to Benefits

Imagine being in a strategic planning meeting where the CEO, Chief Strategy Officer, and CTO of a health-focused company can't agree on a simple question: What business are you in? For one leader, it's about revolutionizing healthcare delivery. For another, it's about providing actionable insights through data analytics. And for the tech lead, it's about building cutting-edge software platforms.

This scenario isn't uncommon, and it actually happened at a workshop we did with a client to kick off the engagement. The very first question we ask companies in our workshops is "What category are you in?" It's a simple question. We ask it so we can establish the context we're working in. (See Chapter 2). But you can see how a company's messaging could get confusing and fragmented if the company's top executives disagree on the business they are in.

The truth is many companies boast a list of impressive features and capabilities, but struggle to articulate the true value they offer their customers. This disconnect is often rooted in a lack of clarity around the difference between attributes and benefits.

To find out the answer to which business category our client was really in, we went on a hunt for clean, cold facts.

What is your product, really?

Uncovering the real answer requires moving beyond a list of features to deeply understanding the impact you make on your customers. Let's explore the crucial distinction between features and benefits, and why getting this right is essential for powerful messaging

Features describe what your product or service is or does. Benefits explain what your customer gains. Features are facts. Benefits are stories about the facts. To craft compelling messaging, you must translate those features (also called attributes) into value. That translation of attributes to benefits is the shift in perspective that sets you apart.

Features are facts. Benefits are stories about the facts.

1. Start with facts.

Let's start with an example everyone should be able to relate to: productivity. Productivity software comes in all shapes and sizes, for both B2C and B2B, and with almost infinite bells and whistles. As a productivity nerd, I feel like I've used them all. Clearly the benefit people seek in these tools is productivity. But what is it about those tools that deliver it?

If you're shopping for a productivity tool, here are some functions of the tool you might be evaluating:

• task lists
• project boards
• calendars
• file storage
• note-taking
• tagging
• collaborative real-time editing
• commenting
• task assignment
• integrations
• reporting
• drag and drop functionality
• visual hierarchy
• search capabilities
• offline access
• cloud sync
• security controls
• price and pricing model

All of these attributes come together and interact to make a product. Each characteristic also has different specifications. For example, different products might offer different levels of file storage, or they could have different ways of organizing your data. But, depending on the features (attributes, rooted in verifiable fact) that the company decides to focus on, you'll get vastly different benefits, which could appeal to vastly different customers.

2. Create attribute clusters

When we worked with "ABC Health" (fake name, real company mentioned above) and realized there wasn't basic consensus on the industry they were in, we asked the leadership team to start listing all of the attributes of their product. We got piles and piles of stickies that included everything from who they bought and sold to, to how the product was used and by whom, to how they organized data, to the types of reports they could produce. Then we started grouping them into themes.

Once you have an exhaustive list of attributes, you can start to group them into attribute clusters. Your goal is to isolate groupings of attributes where your company really excels.  To do that, you'll also need to do your homework about your competitors attributes. Even with something seemingly straightforward like productivity software, teasing out the attribute clusters that drive true benefits can be complex.

Let's go back to those productivity tool attributes and see how this works. When we look at the attributes, we can imagine at least the following groupings.

• Organization: Task lists, project boards, calendars, file storage, note-taking
• Collaboration: Real-time editing, commenting, task assignment, communication features
• Customization: Templates, workflows, integrations, reporting
• User Interface: Drag-and-drop functionality, visual hierarchy, search capabilities

3. Map Attributes to Benefits

Now think about the different reasons why someone might seek a productivity tool. What might a buyer hope to achieve by purchasing these attributes? In other words, what are the benefits that these attributes produce?

• Focus & Organization: Task lists, calendars, note-taking, tagging, visual hierarchy, and search capabilities could cluster together. These attributes allow users to manage information, prioritize tasks, and easily find what they need.
• Efficiency & Automation: Integrations, reporting, drag-and-drop functionality, and customizable workflows might form another cluster. These attributes are all about optimizing processes and eliminating manual work.
• Team Alignment: Collaborative editing, commenting, task assignment, and communication features would naturally group together. These attributes facilitate shared understanding and accountability.

Here’s a simplified example for Trello.

4. Competitive Advantage

Once you've mapped your attribute clusters to a range of benefits, compare your results to your primary competitors. Here's where you begin to uncover your unique messaging angles.

Think about how different productivity tools excel and highlight specific subsets of attributes to produce different benefits. For example:

• Trello: Known for its intuitive Kanban-style boards and drag-and-drop simplicity, Trello helps individuals and small teams visualize their workflow.  Their core benefit messaging revolves around ease of use, flexibility, and staying organized without overcomplicating project management.
• Notion: With its emphasis on note-taking, databases, and deep customization, Notion attracts users seeking a powerful all-in-one workspace. Their messaging highlights adaptability, the ability to replace multiple tools, and the potential to unlock new ways of working.
• Asana: Focused on task dependencies, timelines, and team collaboration, Asana appeals to those managing complex projects with multiple stakeholders. Their messaging often emphasizes clarity, accountability, and ensuring everyone stays on track to hit deadlines.

Notice how each tool, while in the same broad category, positions itself with a distinct benefit-driven angle. This is the power of understanding your attribute clusters and how they translate into true value for your target audience.

Your focus areas will determine what benefits you highlight in your messaging. A tool designed primarily for individual users might double down on personal organization.  A team-focused tool might emphasize how its features increase collaboration and accountability. Understanding not just your attributes, but how they translate into real value for your customers, is what sets your messaging apart from the competition.

The devil’s in the details.

While this process might seem straightforward, the true power of uncovering your unique benefits lies in a meticulous analysis of those details. I’ll be honest. To many of our clients, this is the most tedious part of the entire process of building a messaging playbook. It feels rote, uncreative, obvious. But trust me friend, the devil’s in the details. There’s gold in them thar details!

Don’t skip the attributes inventory to rush toward listing your benefits

Don’t skip the attributes inventory to rush toward listing your benefits. You’ll likely find yourself chasing your tail and struggling to identify a difference that you can build your entire messaging strategy on. If you've ever found yourself saying “We’re basically all the same,” you need to go back to the beginning.

Let's illustrate how a single feature can translate into different benefits depending on your audience segment. Here's an analysis using our productivity tool scenario:

Feature: Automated report generation (this assumes the tool has customizable report templates and can pull data from various sources).

Audience Segment 1: Solopreneur

• Pain Point: Wearing too many hats; administrative tasks eat into billable hours.
• Benefit Emphasized: Time-saving. Automated reports free up time previously spent manually compiling data, allowing the solopreneur to focus on revenue-generating activities.
• Messaging Angle: "Reclaim your time and boost your bottom line."

Audience Segment 2:  Sales Team Manager

• Pain Point: Lack of visibility into team performance; forecasting is difficult.
• Benefit Emphasized: Data-driven insights. Automated reports provide real-time metrics on pipeline, conversion rates, etc., empowering the manager to make strategic decisions.
• Messaging Angle: "Gain control of your sales process and hit your targets."

Audience Segment 3:  Freelance Consultant

• Pain Point: Client reporting feels tedious and detracts from core expertise.
• Benefit Emphasized: Professionalism and efficiency. Automated reports offer a polished, branded way to deliver updates, enhancing client trust and streamlining communication.
• Messaging Angle: "Impress your clients and showcase your value."

Are there areas where your attribute clusters lead to benefits that your competitors don't offer as strongly? Do your unique benefit clusters speak directly to the pain points of specific customer segments others may be undeserving? Yes? Bingo, you found your core benefits. These are the foundation of a messaging strategy that will set your brand apart.

Attributes and Benefits Homework

Part 1: Attribute Analysis

1. List Your Features: Brainstorm a comprehensive list of your product or service's attributes. Consider functionality, technical specifications, and anything that describes what it is or does.
2. Cluster Time: Group your attributes into logical clusters. Look for patterns in the types of features that go together.
3. Competitor Comparison: Do the same attribute listing and clustering exercise for your top 2-3 competitors.

Part 2: Mapping Benefits

1. Benefits Brainstorm: For each of your attribute clusters, write down 3-5 potential benefits they could offer customers. Consider tangible, emotional, and aspirational benefits.
2. Audience Targeting: Choose two different customer segments you serve. Analyze how the same attribute cluster might provide a different core benefit for each segment.

Part 3: Reflection

• Were there any surprises? Did any attribute clusters emerge that you hadn't considered before?
• Which benefits feel most promising? Are there any that especially resonate with the problems you know your customers face?
• How does this compare to your current messaging? Are you already highlighting your strongest benefits, or is there a shift needed?

In Summary

• Features vs. Benefits: Features describe what your product or service does, while benefits explain the value it brings to your customer. To craft truly compelling messaging, you must focus on benefits.
• Customer-Centric Thinking: Understanding your target audience's pain points, desires, and goals is crucial for translating features into meaningful benefits.
• The Power of Specificity: Granular analysis of attribute clusters reveals your unique advantages. This is where you'll find the benefits that set you apart from competitors.
• Audience Matters: The same feature can yield different benefits depending on your target customer segment. Tailor your benefit messaging accordingly.
• Details are Key: Don't rush through this process. A deep dive into your product/service attributes is what ultimately fuels a powerful messaging strategy that resonates with your ideal customer.
• Benefits are Your Building Blocks Understanding your true benefits is the foundation for crafting powerful messaging pillars, the core themes that will shape all your brand communication. (We'll explore this in Chapter 6).

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