I’ve also always used this example in a different way. People don’t want the drill … or the hole … they want the feeling of pride that they show off the picture on the wall they hung themselves, or their partner won’t nag them next weekend and they can sit back and relax … and you’ve explained that really well here.

The best way I learned to do that was from a Tony Robbins sales mastery course. Taking the feature … and saying “what this means to you is …” and creating the benefit … and then saying “what this really means to you is …” and finding the emotions and, as you describe, the ultimate benefits.

I find these questions help me expand a feature quite easily, and especially keep it in the perspective of the customer.

As you’ve pointed out, it’s a great distinction from the regular features vs benefits observations.

Classic!

Thank you for clarifying this.

So often I see examples of trying to turn features into benefits stop at the advantages level and I know I have been guilty of it myself.

I can’t argue against the importance of the benefits since it answers the WIIFM test.

But I would like to jump in to defend the humble feature.

Your article is not as guilty of this as many I read on the features and benefits debate which seem to give the feature a bad name.

But a feature gives a benefit substance and keeps the positive “this is how you will benefit” out the over the top hype.

If benefits answer the “what do I get - what is my end result” question then features help explain the how.

Going back to the drill example, if one of the advantages is a longer lasting drill and the benefit means that you can keep drilling consistent quality holes for longer with the inconvenience, delays and extra cost of replacement bits…

the the feature of a tungsten tipped, specially heat treated carbon steel drill bit gives the benefit credibility and helps to explain why its different.

I do feel that this importance of features is overlooked in the rush to explain benefits.

After the classic Schlitz Beer story was based on the credibility of explaining the features of the process which created the purity of the beer.

Long live, features, advantages, motives and benefits.

Your Features, Advantages, Motives (I really like this one) and Benefits gives me more clarity.

I have now made a worksheet that I will use in my copywriting to get to the “real” benefits.

Thank you so much, Michel.

Durga

It’s so helpful to find more ways to push yourself further in zeroing in on what really will resonate with your prospect. I greatly appreciate the comment, too, of how important it is to check yourself - Are you really speaking in your prospect’s language or just how you feel comfortable speaking.

I’m going to hold on to this essay.