Filed under: Content management
|Features and benefits|
|Importance to consumers?|
|How do vendor websites rate?|
Every product has a unique mix of strengths and weaknesses. Customers need to know what makes some more suitable for them than others. One way to make this obvious is to provide a clear statement of the specific strengths (features) of the product, and a description of the related benefit each of these will deliver to the customer. These are also useful for customers when they have to prepare a business case.
There’s obviously some overlap here with the detailed product information category examined earlier, and some product descriptions were labelled features, and sometimes features and benefits.
Customers do not always know why the unique or unusual features of the product make it better than the competition. Successful vendors give customers a concrete idea of the business benefits of their product.