Features describe the functions and qualities of a product or service.Benefits describe the value of a product or service to the customer.
PrincipleIt is a common marketing principle to design and sell products in terms of benefits as opposed to features. This can be phased benefits over features.
ExampleA feature of a drill is that it delivers 650 revolutions-per-minute and 115 inches-per-pound of torque.A benefit of a drill is that can cleanly and quickly drill a hole into wood, metal and plastic without damaging the material.A feature of a drill is that it has a 20V lithium ion battery.A benefit of a drill is that it can drill over 1000 holes on a single charge.
NotesFeatures are of interest to advanced customers who often require detailed specifications to compare products. As such, it is often a good idea to respect customer intelligence and publish specifications. For example, telling a customer a car is "fast" without providing engine specifications is likely a mistake.
|Definition||The functions and qualities of a product or service.||The value of a product or service to the customer.|
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