How to Use a Feature-Benefit Matrix to Target Your Marketing Message

You can use a Feature-benefit matrix to target your marketing message. These two words are often used in advertising, but they have a more complex meaning. A feature or benefit is a way of describing an element of a product, service, or experience. By focusing on a customer’s needs, a product or service can offer benefits that will draw a customer’s attention. When writing a sales copy or ad, it is important to address the feelings that accompany the purchase.


In marketing, features and benefits are two important elements. One focusses on the facts of a product, while the other emphasizes how the product will make the consumer’s life easier. Oftentimes, the features are the most important elements of a marketing campaign because they inform customers about the product’s features, while the benefits serve as triggers to motivate purchase decisions. In this way, the features serve as facts while the benefits serve as emotional connections between the company and the customer.

Similarly, benefits describe what a product offers consumers and how it will affect their lives. While features can tell a consumer what a product offers, benefits explain why these features are important. By combining features and benefits, the marketing message for a product can be more powerful and appealing to potential customers. While features are important to product marketing, they are not sufficient by themselves. It’s crucial to include both types of content to make your marketing strategy as effective as possible.

The most common mistake new business owners make is trying to translate features into benefits. They must decide which features have the most benefits for their target market. Furthermore, each feature can have multiple benefits, and the advantages will vary depending on the product’s target market. While some products have many benefits, others offer only one. In this case, it’s best to focus on the features and benefits of a product and include them in the marketing message.


Features are the attributes of a product or service, while benefits are its advantages. These benefits should be the focus of marketing messages, since these are what consumers are ultimately motivated to buy. However, many businesses confuse the terms. It’s essential to understand the differences between features and benefits, and use them correctly in your marketing communications. Below are a few examples of how to incorporate both into your marketing content. How can you use features and benefits to your advantage?

The difference between benefits and features is simple: a benefit is about the results a product or service will provide for the customer. It is the reason why a prospective customer becomes a customer. Consumers rarely purchase things just for the sake of purchasing them. They buy things that solve a problem. Often, consumers will mention the benefits of a product or service in the context of an impulse buy. This way, they can be more easily convinced to buy it.

Using feature-benefit matrices can be very helpful in creating consistent messaging. These matrices often feature a grid format with one column for features and several columns for benefits. Additional columns include messaging data points and space for calls-to-action. Benefits-driven marketing is increasingly common in the financial services sector. Companies like Square have mastered the art of combining benefits-driven messaging with product features. They have a strong awareness of the benefits and the urgency of providing a service or product.

Feature-benefit matrix

A feature-benefit matrix is an excellent way to determine which of your products or services your target customers will most likely use and want. A feature-benefit matrix is a table in which each cell represents a different benefit or feature of your product or service. When you’re planning your marketing strategy, it’s helpful to consider the features and benefits of different products and services and create a feature-benefit matrix of those features.

First, define your benefits and features. You’ve spent time researching the problem your customer faces, so the benefits may not immediately be obvious. Then, map each feature into its benefits. You’ll also need to consider any advantages that your product or service offers, because these are the ones that your customers will value most. While your products and services might be good for solving your prospect’s problem, your customers may not understand what the benefits and features are.

When using a feature-benefit matrix, be sure to identify the benefits of each feature. For example, if your smartphone is durable, your customers may think it’s safer than a competitor’s. Likewise, if a certain feature helps them deal with anxiety, they’re likely to buy it. In addition, you’ll be able to demonstrate the benefits of each feature in a way that engages the logical side of the buyer.

Targeted marketing message

When designing a targeted marketing message, you need to understand your target audience’s needs. Then, translate your products’ features and benefits into a marketing message that will convince your target market to buy. When done properly, your marketing message will create emotional connections with your market and inspire them to buy. Below are three tips to help you create a targeted marketing message. Read on to find out how you can use feature and benefit marketing to your advantage.

Feature-benefit selling

Feature-benefit selling is a common strategy in the world of sales. This method involves connecting a product’s features to its benefits, or its “value proposition.” Using exploratory questions, feature-benefit sellers help their prospects understand why they need the product or service they’re selling. Using this approach helps salespeople hit quota and boost revenue. However, it is not for every salesperson. Here are some tips for enhancing your feature-benefit selling skills.

First, learn how feature-benefit selling works. By understanding what your customers need and why they should buy your product, you’ll be able to better meet their needs. After all, the benefits that the product has for your customers are often the most important factors in their buying decisions. Secondly, outline the benefits of using your product. Feature-benefit selling is especially effective when your product offers many benefits to customers, such as improved productivity and reduced cost.

To effectively use feature-benefit selling, you must understand the advantages that your product has over its competitors. This way, you’ll be able to sell the benefits that customers find most valuable and increase their brand loyalty. For example, the advantages of a phone’s durability are not just related to its price; customers may also consider it more comfortable to use. Ultimately, feature-benefit selling is a powerful strategy for increasing sales.


A feature is a characteristic of a product, while a benefit is a reason to purchase it. In a marketing campaign, a feature can be a technical feature of a product, while a benefit is a personal attribute of the product. For example, a feature of a new oven could be its safety, ease of use, affordability, prestige, or portability. These are examples of both types of benefits.

A diet plan, on the other hand, could be a feature or a benefit. A diet plan, for example, would be a benefit to an individual. A benefit would be food that’s prepared according to the person’s health and dietary needs. A fitness program, on the other hand, might benefit from personal fitness coaches. While both features and benefits may be important, the wording should be relevant and easy to understand.

A feature-benefit matrices helps marketers create consistent messaging, and they’re also great for mapping out overall marketing messages. These matrices are commonly formatted as a grid and have one column for features and several columns for benefits. They often have additional columns for messaging data, and space for calls-to-action. Using a feature-benefit matrix can help you create powerful marketing messages that resonate with customers.

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