In the world of marketing, one mantra often takes center stage: “Sell benefits, not features.” While it’s true that benefits play a critical role in appealing to customers, this advice can sometimes lead businesses astray. In the latest episode of Two Pixels Off, hosts Brad Hussey and Mike Chandler dive into why both benefits and features are essential in crafting a compelling sales strategy. Drawing on examples from industry giants like Apple and Nike, they explore how to strike the perfect balance between emotional appeal and technical precision.
Challenging the Conventional Wisdom
The idea that benefits alone are enough to close a sale is alluring but simplistic. Benefits capture the emotional side of a customer’s decision, showing how a product or service can enhance their life. However, features ground this emotional pull in practical reality, offering the reassurance and specifics needed to finalize a purchase.
Brad and Mike highlight this balance as the key to effective marketing. Ignoring features risks leaving potential customers without the practical details they need, while an overemphasis on features can make your message feel cold and uninspiring.
Learning from Industry Leaders
Brands like Apple, Nike, and GoPro show us how benefits and features work hand in hand to create a powerful marketing narrative.
Take Apple, for instance. Their iconic iPod campaign promised “1,000 songs in your pocket,” a clear benefit that spoke to convenience and freedom. But this emotional appeal was backed by a technical feature—“5GB of storage”—that reassured customers about the device’s capabilities. Apple continues this approach today, blending benefits like “the most powerful cameras yet” with detailed features such as “5-core GPU” and “ProMotion technology.”
Nike, too, excels at leading with benefits. Campaigns like “Just Do It” inspire customers by appealing to their aspirations. Once that emotional connection is made, Nike reinforces it with specifics about the technology behind their products, such as the cushioning in their running shoes or the breathable materials used in their apparel.
GoPro flips the script slightly, emphasizing features like “waterproof up to 33 feet” and “advanced video stabilization” to showcase their product’s capabilities. These features attract adventurous consumers, while the emotional benefits—capturing life’s most thrilling moments—complete the pitch.
Applying the Balance to Creative Services
For creative professionals, the same principle applies. Start with benefits to capture your client’s attention, then follow up with features to solidify their confidence in your offering.
When pitching your services, begin with the broader vision. Highlight the benefits your client will enjoy: “Save time and focus on growing your business while we streamline your workflow.” Once they’re interested, provide the specifics: “We offer 24/7 support, custom-built service platforms, and detailed analytics to ensure your success.”
Brad and Mike emphasize that this combination creates a complete picture for potential clients. Benefits draw them in, while features make the decision to work with you feel logical and justified.
Why You Need Both
Selling only benefits can leave your audience with unanswered questions about how your product or service actually works. Similarly, focusing exclusively on features risks losing the emotional connection that makes your offering appealing.
The key is balance. Benefits create excitement, while features provide the facts. Together, they address both the emotional and rational sides of decision-making, ensuring your clients feel confident and motivated to move forward.