Understanding features, benefits, and the brand magnet

We all want prospects to know and like us. We want to carve out a little place in their brains where we reside. But prospects already have a head full of stuff, making it hard for us to request a little corner in there.

We need to become valuable to them. And in order to do that, we have to understand not only what they want, but also what they desire. This means we need a solid grasp on why we are relevant to them. From our features to our benefits to something I’ll refer to as our brand magnet.

What are your features?

Your features are the aspects of your offering that would be interesting to those you hope to serve. These are the rational wants they have. They are the things that check the boxes when it comes to fulfilling your prospects’ needs.

For example, it could be a characteristic of your offering like:

Our widget has an X-48 modulator.

It could also be the way you deliver your offering:

Our widgets are built using a proprietary air-cooled process

Ideally, these would be unique to you. But that’s getting harder and harder to do these days with the pace of technology and the ability of…