The overlooked obvious
Benefits motivate (emotion), features validate (facts).
Or as we like to say at Motive3, “Emotion sells and logic justifies.” Yet so many companies fail to fully grasp this concept and keep it at the forefront of all their communications.
It's an easy trap to fall into, focusing more on what your product or service is—the features or attributes—than on what it means for your customers—the benefits. We get it. Your product (or service) is exciting and it’s easier to talk about. Yet this approach is a bit like a chef talking more about all their cool kitchen equipment than the taste and experience of the meal they're preparing. Sounds absurd, right?
It's time to flip the script and put the customers back at the center of everything we do, emphasizing not just the 'what' but the 'why' and 'how' it makes their life better.
Level Setting on Attributes and Benefits
A guiding principle in developing an effective messaging strategy is to always spotlight the benefits, the real value customers receive. Of course your features or attributes play a very important role in doing this. Think of it like combining peanut butter with chocolate - creating a delightful mix that customers can't resist. Attributes lay down the solid, reliable foundation (peanut butter), while benefits bring the sweetness and desirability (chocolate). Together, they create a compelling narrative that resonates deeply with customers, making your product or service an indispensable part of their lives.
To put a finer point of defining attributes and benefits…
Attributes are the nuts and bolts of what you offer; they're the technical specifications, the tangible features, and the "what it is" of your product or service. For instance, saying "our app uses end-to-end encryption" is talking about an attribute.
Benefits, on the other hand, are the "so what?" They’re the positive outcomes or the value that customers experience by using your product or service. Using the previous example, the benefit is "you can communicate securely, knowing your private conversations stay private."
Why Benefits Outweigh Attributes
The truth is, customers are less interested in the technical aspects of your product and more in how it can improve their lives. This doesn't mean that attributes aren't important; they provide the proof behind the promise. But benefits are what capture hearts and minds. They're the answer to the customer's conscious and subconscious question, "What's in it for me?"
The Intersection of Attributes and Benefits
When you successfully blend attributes and benefits in your messaging, you're not just telling your audience what you offer; you're showing them how it makes their life better, easier, or more enjoyable. This intersection is crucial for developing effective messaging pillars (the key themes or values that your brand messaging is built around) and core messages (the primary messages that communicate your brand's value proposition to your audience).
When you combine attributes and benefits in your messaging, you have the main ingredients to create a compelling narrative that resonates on an emotional level with your audience, making your product or service an essential part of their lives.
Learning From Real-World Examples
Falling into the trap: "Our app features note-taking, organizing, and task management tools."
Flipping the script: "Capture your best ideas, keep your life organized, and tackle your to-do list with ease, anywhere you are."
Evernote excels by showing how their app's features (attributes) translate into a more organized, productive life (benefits), which appeals directly to their customer's desires and pain points.
Falling into the trap: "We offer streaming of movies and TV shows on your devices."
Flipping the script: "Dive into endless entertainment, discover new favorites, and enjoy bonding moments with family and friends, anytime, anywhere."
Netflix's messaging goes beyond the service's features, touching on the emotional experiences and benefits that come with a subscription, such as entertainment, discovery, and social connection.
Falling into the trap: "Our platform supports HD video and audio conferencing for up to 1000 participants and 49 screens."
Flipping the script: "Connect effortlessly with your team or family, feeling like you're in the same room, whether you're 10 miles away or 10,000."
Zoom's focus on the benefits of their platform highlights the value of easy, high-quality connectivity and the feeling of closeness it brings, which is what customers truly crave.
Crafting Your Messaging with the Customer in Mind
To apply this concept to your own messaging strategy, start by listing the key attributes of your product or service. Then, for each attribute, ask yourself what benefit it offers to your customer. Remember, the goal is to connect your product's features with the positive outcomes your customers will experience.
Once you've identified your attributes and benefits, you can start crafting messaging pillars that encapsulate these points in a compelling and relatable way. Your core messages will emerge as clear, concise statements that communicate the unique value proposition of your product or service, resonating with your audience's desires and needs.
To learn more about the detailed steps of this process, read the latest chapter posted on LinkedIn from our CEO, Ginger Zumaeta, “Attributes to Advantage: Your Competitive Messaging Edge” from the book, “Actionable Messaging Playbooks™ to Drive Your Companies Communications.”
The Bottom Line
By marrying the solid, reliable foundation of attributes with the irresistible appeal of benefits in your messaging, you unlock a potent combination that resonates deeply with your audience—much like the legendary pairing of peanut butter and chocolate. This approach not only illuminates the practicalities of what you offer but also vividly paints how it enriches the lives of your customers. It transforms your messaging from mere information to a compelling narrative that connects on an emotional level, ensuring your brand not only informs but inspires and remains at the heart of your audience's lives. Whether you're navigating the early stages of a startup or steering the course of a well-established corporation, embracing this customer-centric approach can be your secret ingredient to crafting a brand message that is as enduring as it is enchanting.
