Brand Tweet # 69: "What are the benefits of the features?"

Now that you have thought about the features lets talk about the benefits. Can you think of three benefits for each feature? How does a feature help the client? A classic example is the printer who comes to me praising the new Zarkon 4000 digital printer. "It is an 8 color press, can print on both sides in the same run, can run a job in half the time enabling me to get twice the work done!" Why do I care that he can now book twice the work. It effects his bottom line not my job quality. Now if he had mentioned that it handles all those specialty papers I like to use to get different effects in my designs or the fact that the extra color slots can be used for different varnishes to get interesting effects; I might be listening closer. He knows all of this but hasn't gone from the conversations with the Printer salesman and translated those features into benefits that I, the client, can easily understand. That is the difference between a blank stare and engagement. What benefits him does not necessarily benefit me. What features benefit your client? If a feature doesn't benefit a client then drop it. It is a useless feature.