Original subtitles

Features tell, but benefits cell.

So in this video I'm going to show you

how to flip features into benefits.

And one of the best examples of all time

of a company flipping a feature into a benefit is when Apple released the iPod.

They didn't say we have one gigabyte of storage for mpre threes.

That was the feature.

They presented it as a benefit for the

customer 1000 songs in your pocket and that is just a brilliant.

Example of flipping a feature into a benefit because the feature I, as the

average user, don't know what a gigabyte of storage is but i can see a thousand

songs in my pocket.

I get it, I understand it.

There's a clear benefit for me.

And not only is that just really clear,

it's really clear how much of a benefit that is compared to other options out

there. I remember having a Minidisc player.

This is going back quite a while now, and I think I could.

We have 20 or 30 songs on a mini disc.

Maybe it's more, maybe it's like 50, but

a thousand songs in your pocket was just so much better than anything out there.

Cd was probably 20 to 20 songs.

So a thousand songs in your pocket not

only is clear, but it clearly presented the benefit versus alternatives out

there. And that is one of the reasons why the

iPod was so successful that they were clearly able to sell the benefits of the

product. And not just the features, what a lot of

competitive products versus the iPod were focusing on.

So think of the feature as here's what our product can do and the benefit is

really here's what you can do with our product.

And if you want to create a lot of desire for your product, you need to sell the

results, not just the product itself.

So what is actually the result that

people can get from having an iPod? It's a thousand songs in their pocket.

So let's go through a couple of examples.

If we look at shampoo.

You could say that one of the feature is a complaint, contains a special formula

planetal. But really, So what?

If you want to really flip a feature into a benefit, you can apply this sowah test.

So what if it contains that special ingredient?

What is really the benefit for the customer?

And really, it gets You Beautiful hair that gets you notice.

That's really the benefit people.

That's the result that they want.

And if you focus on that, as you can probably look at it yourself.

Like, what do you find more appealing? You want to get the beautiful hair that

gets noticed. You don't really care about this special

ingredients. Let's look at another example.

Here is a bag and one of the features is it has a rain cover.

So apply the soap test once again to flip that feature into a benefit.

Why do I care if it has a rain cover? The benefit for me is it keeps your gear

dry even in torrential rain.

That's what I can do with the product.

That's not just the feature, what the product actually does.

So let's look at another example.

The feature of a fitness program might be

that it includes a meal plan and a shaker.

So if we apply that, So what, Tess? What benefit is there if there's a meal

plan and a shaker included? In the fitness program, well, the benefit

is really that I'll know exactly what to eat.

And as you can see in all these examples, the benefit is really going to sell the

product because it's far more compelling.

It's what I can do with the product and

really the result I'm going to get out of it.

So the action for you is to write a list of your features and really apply the SOA

test so you can flip those features into benefits.