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					FEATURES, ADVANTAGES
    AND BENEFITS
               FEATURE

• A physical characteristic, that you can see,
  feel, touch or measure.
• Expressed as a noun.
• Answers the question -- WHAT IS IT?
           ADVANTAGE



• A performance characteristic, expressed as
  an adjective, a verb or an adverb.

• Answers the question, What will it do?
                BENEFIT


• An asset characteristic expressed as a
  personalized value.
• Answers the questions--
  – What does that mean to the buyer?
  – Of what value will that be to the buyer?
      TYPES OF BENEFITS
• Company benefits           • Personal Benefits
  – Make or save money          –   Recognition
  – Save or make better         –   Achievement
    use of time                 –   Security
  – Make a job easier or a      –   Personal profit or
    product better                  pleasure
  – Save lives or improve
    health.
SO WHAT!!!!!
MARKET
BENEFITS
  BENEFITS TO USING FAB

• Helps organize the mind - market wise
• Easier to explain
• You think about their needs and how my
  product or service will fulfill them
• Easier for the customer to understand
• The advantage backs up the feature
• Forces you to get to the benefit

				
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posted:9/18/2012
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