There is the famous story about Steve Jobs when he invented the iPod and everyone in the news and the rest of the tech industry scratched their head a little.
MP3 players had been around for quite a while, what was so different about the iPod?
Of course, people argued many things were different, but one of the key aspects was how Jobs marketed and presented it:
“1,000 songs in your pocket”
When everyone else was saying “1GB storage on your MP3 player”, telling people about the product, Apple went ahead and made you a better person, that has 1000 songs in your pocket.
Features vs. benefits – how to grasp the difference
Features can be described as “what your product or service has or does” and benefits as “what the features mean and why they are important.” In fact, oftentimes products contain features, that are absolutely unused, which can be a big source of waste.
So, it seems like features are the “what” of your product or service, while benefits are the “why” behind it.
A feature is what your product does; a benefit is what the customer can do with your product.
Some great examples of companies making you a better version of yourself
Evernote: Remember Everything
Evernote can’t remember everything for you. In fact, it can’t remember anything—it’s software. What it does is offer features to let you save and organize things. Remembering everything is what you can do with Evernote—the benefit!
Twitter: Start a conversation, explore your interests, and be in the know.
Twitter has used a few different benefits in their tag line on the homepage but they’re still focused on benefits. Each of these three things is something you can do with Twitter. Not a feature of the product. Of course, for saving time on Twitter with scheduling your Tweets and seeing analytics, I hope you’ll still find Buffer useful.
Nest Thermostat: Saving energy is a beautiful thing.
In just six words, the Nest Thermostat tagline tells you what the biggest benefit is (you’ll save energy), and something about what makes the product unique (it’s well-designed; it’s “a beautiful thing”).
LinkedIn: Be great at what you do.
LinkedIn has gone even further by referencing the customer in their tagline. Saying “Be great at what you do” makes it clear that the idea is you’ll be great at what you do if you use LinkedIn. It’s very customer-focused, rather than pushing features of the product or company mottos front-and-center.
Github: Build software better, together.
Another super simple, but clear tagline. Github has a really obvious benefit to sell to customers, and features don’t even play a part in the tagline.