Understanding the Power of Emotional Selling: Why Benefits Outshine Features

In the world of advertising, a common mantra, "feature tell, but benefit sell focus on why and not the what," highlights the importance of selling benefits over features. I came across this line recently and thought it would be insightful to share how successful brands leverage this strategy by focusing on emotional connections rather than just product specifications.

What Does "Feature Tell, Benefits Sell" Mean?

Simply put, features are the characteristics of your product or service—what it has and what it can do. Benefits, on the other hand, explain how those features make a difference in the life of the consumer. They address the “why” someone should buy a product, often connecting on an emotional level.

Why Focus on Benefits?

Customers buy products for the outcome they hope to achieve. When companies emphasize benefits, they speak directly to their audience’s needs, desires, or problems, often evoking an emotional response. This approach not only attracts attention but also fosters a deeper connection with the brand.

A Successful Brand Example: Nike

Take Nike, for example. This brand doesn’t just sell athletic shoes; it sells aspiration. Nike’s marketing campaigns often highlight the emotional benefits of feeling like an athlete, regardless of one's actual skill level. They focus on the empowerment and motivation that come with using their products.

Nike’s Approach:

• Feature: Nike shoes come with cushioned soles and are designed for optimal performance.
• Benefit: They enable everyday athletes to perform at their best, feel more confident, and push beyond their limits.

Nike crafts stories around these benefits, focusing on the emotional journey of overcoming obstacles, achieving personal goals, and the joy of sports. Their advertisements often depict people facing and overcoming challenges, thereby connecting emotionally with consumers who have similar aspirations.

Focusing on benefits rather than features means understanding the emotional pulse of your consumers and addressing it directly. It’s about selling an experience, a feeling, and an identity, not just a product. By applying this strategy, brands like Nike create powerful narratives that resonate deeply with their audience, encouraging not just a purchase but loyalty and advocacy.

So, next time you're crafting a marketing message, remember: don't just tell them what your product can do—tell them why it will make their life better.