The third message which The Person to See is proficient in is delivery of his/her Features & Benefits. Crafting of your Features and Benefits is a lot less complicated than crafting our 15 Second Commercial (Monday's post) and Uniqueness Statement (Tuesday's post).
What is a Feature?: A feature is a descriptive quality. For example, a feature of the chair is it is made of solid oak.
What is a Benefit?: A benefit is the payoff of the feature. For example, a benefit of the chair being made out of solid oak is it is sturdy so it won't easily break with a lot of usage.
What is a Bridge?: A bridge is the phrase that connect the feature to the benefit. The phrase I like to use is, "What that means to you is..."
Sell the Benefits, not the Features: People buy benefits not features. They want to know what is in it for them. Also, don't assume people can connect the benefit to the feature as easily as you can.
So here is how I might deliver a feature/benefit of my firm, The Personal Branding Group, Inc.:
One of the features of The Personal Branding Group is that The President/CEO, Tim O'Brien teaches all the classes. What this means to you is (bridge) you don't get delegated to some second tier associate once you engage our firm (benefit).
Call us if you want to sign up for our next teleseminar which will be on March 28th. The subject of the call? Crafting Compelling Features and Benefits.
If you want to spend more time learning how to hone the writing and delivery of your features and benefits you can always seek out resources from sales gurus Zig Ziglar, Tom Hopkins and Brian Tracy.
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