Archive for February, 2013


February 28th, 2013

It’s been a while since my last post but we’ve had a busy time here at “SliQ Towers” releasing the latest version of our Invoicing Plus software. So, back to the marketing series.

We’re looking in this post about what you’re offering your customers (product features and benefits). Don’t make the mistake of thinking that your customers are interested in finding out all about what you’re selling. They’re usually only interested in how it can benefit them. Sounds harsh but true. If you only have a short amount of time to capture the interest of a potential customer, you’d better make sure in those precious few seconds that you’re talking to them about how you can improve their lives!

What we’re talking about here is FEATURES VS BENEFITS.

A FEATURE is a description or characteristic of your product or service. A BENEFIT is the advantage that the feature brings to the customer or what makes him or her better off. The founder of make-up giant Revlon is famous for saying: “In our factory, we make lipstick. In our advertising, we sell hope”.

Do you know the difference between the features and benefits of what you’re selling?

Why not make a list of the features and then alongside them, list the possible benefits that this might bring the customer? Benefits can be practical (saving time) or emotional (making someone feel good about themselves).

I had a go at doing this for some of the features of our SliQ Invoicing Plus software:

Simple to useSpend less time on invoicing and more time running the business
One off fee for unlimited useSave money to invest elsewhere in business or more profit.
Customisable invoice templatesGives your business a professional image and using your logo promotes the company brand which may result in repeat business.
Runs wide range of reportsHave instant information about who owes money in order to chase payment and improve cashflow. Spend less money on accountants.
Email invoices and reminders directSave on paper costs and hit your environmental targets

It’s not as easy as it seems but if you have a go at doing this, what you write in your “benefits” section will make good promotional copy on your website or other promotional materials.

By the way, I decided to change the title of this blog post to reflect what I’m talking about. I added the “Sell More”, as that would be a key benefit to any business owner reading the tips here.