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Photo by John Tower

People Don’t Buy Products, They Buy Better Versions of Themselves

Buffer
Buffer
Jun 8, 2017 · 6 min read

“1,000 songs in your pocket”

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Features vs. benefits — how to grasp the difference

Here’s how our friends at User Onboarding explained features vs. benefits:

People don’t buy products; they buy better versions of themselves.

When you’re trying to win customers, are you listing the attributes of the flower or describing how awesome it is to throw fireballs?

It also included this Tweet from Jason Fried on the topic:

They don’t want quarter-inch bits. They want quarter-inch holes.

So, the customer wants to make a quarter-inch hole for some reason. They buy a quarter-inch bit for their drill in order to achieve this. Marketing the drill bit based on its features (it fits into your drill) wouldn’t be as successful in this case as marketing it based on the benefits (you can create a quarter-inch hole).

A feature is what your product does; a benefit is what the customer can do with your product.

But hey, enough the theory, let’s dig up some amazing examples from some of the best companies out there.

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Some great examples of companies making you a better version of yourself

To get a better idea of how this works in practice, I thought it would be useful to take a look at some well-known companies who use benefits in their marketing strategies. Here are a few that I found:

Evernote

Remember Everything

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Twitter

Connect with your friends, get in-the-moment updates, watch events unfold, in real time, from every angle

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Nest Thermostat

Programs itself. Then pays for itself.

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LinkedIn

Be great at what you do.

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GitHub

A better way to work together

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Startup Grind

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Buffer

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Buffer is a suite of products to help you build your brand and connect with your customers online. Come say hi and see what we’re about at buffer.com.

Startup Grind

Stories, tips, and learnings from and for startups around the world. Welcoming submissions re: startup education, tech trends, product, design, hiring, growth, investing, and more. Interested in submitting? Visit our submission form here: https://airtable.com/shrShpeN89HrzCzOB

Buffer

Written by

Buffer

Buffer is a suite of products to help you build your brand and connect with your customers online. Come say hi and see what we’re about at buffer.com.

Startup Grind

Stories, tips, and learnings from and for startups around the world. Welcoming submissions re: startup education, tech trends, product, design, hiring, growth, investing, and more. Interested in submitting? Visit our submission form here: https://airtable.com/shrShpeN89HrzCzOB

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