My friend, Michel Fortin, offers one of THE best explanations of features vs. benefits that I’ve ever read. I want to share his wisdom with you.
If you’ve been a student of marketing for some time, then I’m sure you’ve heard of the saying: “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”
That quote by Theodore Levitt is probably one of the most quoted passages in marketing in trying to explain the difference between features and benefits.
However, I believe the quote is incomplete and leaving out something that, to me, is far more important. And that is, what’s the purpose of this quarter-inch hole? What does the reader plan on doing with it? Even better, what’s the end-result the reader wants to achieve with it?
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