Considering the significant cost associated with marketing and advertising efforts, when was the last time your company spent some quality time ensuring the correct features and benefits were being utilized across all marketing efforts?

Features

Every marketable product or service has features, but what makes a feature unique?
Take the apple.

Features
Common: Round, comes in multiple colors
Unique: Contains soluble and insoluble fiber
Obscure:   Contains quercetin

Developing a robust feature list

♦ Compile a full feature list for each product or service offered, from common features to the obscure.

♦ Brainstorm with the entire organization (development, sales, customer service, implementation, etc.) to uncover all product features and customer uses.

♦ Document alternate terms or names used for features by customers and competitors. (Make sure you’re comparing apples to apples ~ pun intended).

♦ All features should be fully documented and clearly described to provide customers a clear understanding of the attributes of the product or service.

The “So What?” Test

Now, take the list and feature by feature, ask “So what?”

♦ Some features are merely features.

An apple is round, but aside from the fact that the human eye finds round objects more pleasing than square objects, it is not really a marketable benefit.

♦ The middle ground will most likely yield benefits for the most wide segment of customers.

Apples contain pectin, a soluble fiber that can lower cholesterol and reduce the risk of stroke, and insoluble fiber, which provides a filling effect that helps suppress appetite and improve digestion.

♦ The obscure facts will appeal to niche segments and those with more educated needs.

Fresh apples have a high level of quercetin, an antioxidant that researchers believe may help fight the cognitive decline associated with Alzheimer’s and Parkinson’s.

So What Marketing

The list of significant “So Whats” should serve as a foundation for developing or uncovering any required updates to the marketing positioning and marketing messaging.

♦ All marketing collateral, such as product brochures, web design copy, PPC ads, etc. should be created using the most relevant features and terms, while highlighting the product’s unique benefits.

♦ The more unique or niche features and benefits may be good for developing long tail search terms.

♦ Conduct an annual or semi-annual check-up to ensure features and benefits remain up-to-date.

Next-> The Buying Process