Linking Features & Benefits

I'm sure that you've had those Eureka! moments, too. When a piece of information suddenly helped you see or understand something that hadn't been apparent before.

For me, one came when I discovered means-end analysis, a marketing concept that helps us understand why listeners or readers might respond -- or not respond -- to our messages. It does this by clarifying the relationship between product features and the benefits experienced by consumers.

I also believe it has great potential for developing communication strategies.

But first, let's review the marketing connection: Consumers know about products in three general ways:

* by the attributes (features) they possess;

* by the consequences of 'consuming' those attributes; and

* by the way the consequences help satisfy personal needs.

As the list suggests, these types of knowledge are linked, providing connections among attributes, consequences, and the value-fulfillment benefits we derive from them.

For example, a luxury car offers a number of attributes (features) that make it distinctive. Owning and driving one has some personal consequences, which might include showing others that the owner is affluent and successful. That, in turn, satisfies the owner's value-driven need to be seen as successful...

Now, let's look at the same example another way. A low-end car's attributes might include an inexpensive purchase price and economical operation. One personal consequence of owning a car with these attributes might be to have more money available for saving. And, that could provide value satisfaction by giving the owner a sense of accomplishment as she watches her savings account grow.

In developing a communication strategy, the means-end concept offers a couple of important tools. First, it suggests a way to structure messages. Start with attributes, link those attributes to personal consequences, and then link the consequences to satisfying personal value-needs. Second, it may help us predict the impact of our messages.

For example, say your manufacturing plant is about to buy and install a major piece of machinery, and you want employees to know about it. For the plant newsletter, you write an article, starting with attributes of the new machinery. Now, link those attributes to personal consequences: The new equipment enhances the long-term viability of the plant, which makes employees' jobs more secure. And, secure jobs satisfy an important value requirement among employees, which is to provide their families with a good standard of living.

But, suppose you finish writing about the attributes, and you can't get a grip on the personal consequences for employees, or how it will satisfy their value needs. That should help you predict that the message will fall on deaf - perhaps even hostile - ears.

Given that knowledge, you can rethink what you're doing, what you're saying, or how you're saying it.

In summary, by linking features and benefits, we give ourselves an opportunity to understand and construct effective messages, for both marketing and other purposes.

Robert F. Abbott writes and publishes Abbott's Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at: http://www.communication-newsletter.com

---

Are Your Brochures Worth The Paper Theyre Printed On?

Brochures are one of the oldest marketing weapons in the... Read More

Where Should I Network?

Building business relationships through networking is a great way to... Read More

Target Your Share of the 50-Plus Market

It's quite apparent that Americans are living... Read More

Ten Reasons Why Most Yellow Page Ads Fail -And Yours Does Not Have to

Grant Directory users are ready to buy Yellow Pages have... Read More

Unleash the Powerful Promoter Within

Dear Friend,You're ripping me off.How? You may be thinking, "We... Read More

The Battle of Positioning -- Altruism or Paranoia?

Competition in the past has embodied such beliefs of "kill... Read More

Determining Visitor Types

The trade show floor is full of different types of... Read More

First to Market Theory

AGE OLD QUESTIONBusiness scholars throughout the planet keep asking the... Read More

You Must Get Going If You Want To Get Growing

For many of service-based businesses out there, it's not that... Read More

To Be Successful Sell to Wants not Needs

My mother used to tell me, tongue in cheek, that... Read More

Corporate Cleavage

I enjoy cleavage as much or even more than the... Read More

Marketing Planning Made Simple - Another Small Business Power Tool

Marketing planning must be really difficult and complex, otherwise why... Read More

The Secret to Adding Credibility to Your Business ? Testimonials!

You may not realize it, but you already have a... Read More

Market Planning -- Getting the Word Out

"There are those who get things done and those who... Read More

Consumer Thinking And Search Marketing

12/20/04According to a recent article by ComScore Networks, about three-quarters... Read More

Direct Mail Offers: Eight Steps to Making them Effective

Every direct mail package you drop in the mail should... Read More

5 Tips to Heat Up Your On-Line Marketing Using Off-Line Tactics

The internet of course brings a huge arena of marketing... Read More

How to Turn More Referrals Into Paying Clients

60% of all small business owners, sales and solo-professionals claim... Read More

Reverse The Risk And Boost Your Profits

As a business owner or marketer, if you don't reverse... Read More

Wise Man Marketing

It's a sunny morning and you're sitting in your office.... Read More

Keeping your Business Card visible

Famous quotes that keep you thinking.Have you ever listened to... Read More

Marketing Lessons From TV?s The Apprentice

Can we actually learn a marketing lesson from reality TV?... Read More

Do I Need an RSS Feed?

RSS has been around for more than 10 years but... Read More

How to Avoid the Line Extension Trap

If you follow the prevailing logic of most modern companies,... Read More

The Information Publishers Secret Resource Guide To Blow Customers Away!

Have you ever heard the saying, "Give and you shall... Read More

Linking Features & Benefits

I'm sure that you've had those Eureka! moments, too. When... Read More

Quick Postcard Design Tips

TIP #1: Avoid the "Too Much Information" Syndrome... Read More

Design Direct Mail Postcards Back-to-Front to Boost Response Rates

Conventional wisdom says that the front of a direct mail... Read More

Motivate Your Market Force

IntroWant me to tell you something on how you can... Read More

How to Up-Sell Change

As Freud cautioned, it's insanity to keep doing the same... Read More

7 Tips for Successful Postcard Marketing

Simple low-cost postcards have become a valuable business tool for... Read More

10 Elements Every Direct Mail Piece Should Have

Don't want your direct mail to end up in the... Read More

The Marketing Recipe: Money, Marketing and Me ? 3 Keys For Success

You have a great product or service? Now, how should... Read More