Features vs. Benefits, or “the gadget”

Have you seen the commercial for the car with the rear-view camera? It shows you where you’re going when you’re backing up. This ad is a perfect example of the difference between benefits and features. Let’s say the auto maker advertised:

Get your great new gadget - the rear-view camera

You (the viewer) would have said, “So what?” So it’s got a camera?

What the ad did instead is to show the BENEFIT of the camera in solving a typical problem - trying to parallel park in a tricky parking spot. The ad emphasized the problems the guy had (hitting the tree, running up over the curb) and how now that he had the camera, his problems went away. That’s it.

Features are gadgets. They’re fun and some people can see the inherent benefits, but most people can’t.

Benefits are problem solvers. Some examples:

At Cosgrove Chiropractic, we can get you in and out quickly, so you don’t have to spend all day in our office. (Problem - busy people don’t like to wait for the doctor; Benefit/solution: quick service - reduced waiting time)

Pay by debit or credit card, or with our easy payment terms. (Problem - people don’t carry checks any more; solution - they can use a credit or debit card, or they can pay over time)

Got it? Think in terms of “Benefits = solutions” rather than “Features = gadgets.” You’ll find your marketing improves 100 percent and more patients will be coming in for services.