The problem in most businesses today is that they are trying to sell their product or service by expressing their features.

Features of a toothbrush might include two tone in blue, soft bristles, angled head, multi-length bristles, etc. Features of a marketing company might include creating logos, flyers, brochures, brands, newspaper advertisements, websites, radio ad, etc. Features tell the story of your company’s product or service. But features never sell the product or service they only tell.

If more companies would use benefits rather than features they would double their products and services sales very quickly. Unfortunately, most company’s websites, brochures, sales presentations, etc. are feature full and benefit scarce. Until you begin to present 60% more benefits and only 40% of your companies features your companies will never profit as much as their potential.

The answer is features tell but benefits sell. In order to increase sales you must increase the benefits to your prospect. The prospect must see, what’s in it for them and why they should buy before they care about your companies features. So if you want to double your sales then master the benefits you offer.

Remember features tell but benefits sell!

-Matthew D. Miglin, The Voice of Prosperity