Re: The difference between features and benefits

Donna Dolezal Zelzer (djz_at_efn.org)
Mon, 5 Aug 1996 21:23:34 -0700

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At 12:57 PM 8/5/96,SowersL_at_aol.com (Linda Sower) wrote these words, quoting me:
>
> 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."
>

Thanks for the improvement, Linda! I was trying to come up with something
in a hurry and didn't do a very good job! (But it prompted you to write
this, so I guess it served a purose! <smile>

I guess you could put it this way:

feature is what it is
function is what it does
benefit iswhy you should care (or actually, why your customers should care,
but if you don't, why should they?)

Donna

---------------------
Donna Dolezal Zelzer (djz_at_efn.org)
Starlady's Home Page: http://www.efn.org/~djz/index.html
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