“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
This is an old marketing quote which speaks to selling benefits over features.
I came across a great example of this when I was ordering a sushi lunch last Monday. (Don’t judge me, the meal deal at my local Sainsbury’s gets a little boring after a while).
I scrolled down Deliveroo and went for the ‘health and happiness set’. See below.
Now it might be a stretch to presume that through my salmon rolls and miso soup I’m going to achieve health and happiness.
But still, I read that and on some level I thought ‘ah yea, eating sushi does make me feel healthy, and after I have miso soup I do feel good about myself.’
Point being: Itsu managed to hook me in by leading with the benefits, not the features.
Feature = ingredients of the lunch
Benefit = health advantages and way it makes you feel
Describing features does have its place. ‘Organic, fresh salmon’ is still worth mentioning somewhere. But when it comes to the hierarchy of messaging, it’s important to lead with benefits.
My purchase is ultimately swayed by the difference the product makes to my life, not the features it includes.
In the case of coworking, you may of course want to mention features such as ‘lightning fast internet, super flexible contracts, state of the art technology, neighborhood locations, fresh barista coffee, phone booths and business networking events’.
But are those the things your members are really buying? What are the benefits that come with those features?
Here are a few examples:
What are the benefits of your workspace?
One way to figure it out is as follows:
- Write down all of the features your workspace offers.
- Then alongside that write down all of the possible benefits.
- Select a few ‘hero benefits’ to lead your messaging.
Choosing the right ‘hero benefits’ is all based on understanding your members and what really drives their behaviour. I’ll be sharing more on that in the coming months. So stay tuned if you’re interested 🙂