There Are Benefits... And Then There Are Benefits

Not all benefits are created equal. Knowing which ones to use when can make a big difference in the credibility -- and success -- of your marketing campaigns.

There are three basic levels of benefit to any product or service. The first is just one step away from a feature, and is generally called a "Product Benefit" (because it is still centered on the product). Peanut Butter is made with natural ingredients and contains healthy proteins and monounsaturated fats.

The second level is stronger. It's called the "Consumer Benefit," because it focuses on (you guessed it!) the consumer, and the positive result she gets from the product benefit. My children get extra nutrition that tastes good -- so they'll eat it.

The strongest level is called "Values." It's the internal reward that comes from the Consumer Benefit. I'm a good mother because I serve healthy Peanut Butter to my children.

So if Values are the strongest level of benefit, you should always use them, right? Not necessarily.

The problem with selling to Values is that it's easy to sound like you're full of hype. Not only that, but coming right out and saying, "You'll be a good mother if you serve Peanut Butter," is downright insulting.

That's why it's best to hint at Value Benefits. "Choosy Moms Choose Jif." See how the benefit is implied, rather than overtly stated? And isn't it much more effective than, "Be A Good Mother! Choose Jif," would be?

Marketing is all about getting the benefits across to your prospect. Unfortunately, there's no single answer to which level to use when. It all depends on the product or service, and who it's being sold to. But knowing more about them can help you choose the right one -- or mixture of several -- that's just right for your situation.

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