The difference between features and benefits

SowersL_at_aol.com
Mon, 5 Aug 1996 12:57:22 -0400

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Hello compatriots,

On the subject of features and benefits, Donna Dolezal Zelzer recently wrote:

>And remember, features are not benefits:
>Looking at a spoon:
>"curved bowl at one end" is a feature.
>"holds liquid foods" is a benefit

Better, but not quite there yet ... "holds liquid foods" is a function.
"Quickly delivers tasty and nourishing sustenance to your weak and hungry
body -- without spilling a single drop" -- now that's a benefit! Before
creating a strategy for an ad, I always create a FFB chart (feature,
function, benefit). It's amazing how such a chart helps me to corral ideas
in a creative meeting. I've had veteran technologists walk away from a
meeting muttering, "I still can't define a benefit, but now I know one when I
see one."

Linda Sowers
MarkeTek marketing consultants

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