We have all been there. Those times when it seems like a struggle to get anyone to care about the benefit that our brand delivers. It’s easy to find excuses:

• We’re in a very competitive market

• It’s the current environment

• It’s the wrong season

• It’s raining

The real problem is something much deeper. And, sorry to say, it’s actually something you may have created. It has to do with that thing you’re calling your brand benefit. 

Wait. What?

Here’s an example of what I’m talking about. Imagine a software company that helps organizations build mobile apps to help people collaborate. In an effort to win your business, the company hits you with the following:

• Our software allows you to easily build a mobile app for your organization

• Our software allows you to build in extensive functionality

• Our software is easy for your prospects and your team to use

There are a couple of problems with these statements. First, they all sound like the brand talking about itself. Ever been in a conversation with someone who just wants to talk about himself? Yeah, not fun. We really need to ask, “Is our brand language making us sound like that guy?”

Second, the prospects have to figure out why they should care about these statements. For example, I think it’s a good thing that I can build in extensive functionality. I mean who doesn’t want extensive functionality, right? Actually, by this point, your prospects are most likely done trying to figure out if it’s meaningful, and they’re on to something else. If we make them figure out why they should care, they won’t.

This leads us to the point of all this. You know those things that you have been calling benefits? They’re not benefits. They are supporting features. They help support the benefit statement. I like to call them “reasons to believe”.

So what is the benefit?

The benefit is how the sum of those features impact our lives. So using the example above, the benefit might be:

I can help people build powerful connections that can change the course of their careers.

A few things to note about this statement. For starters, it’s written from your prospect’s point of view. It requires that you put yourself in their shoes and imagine what they would say. Doing this helps you write something that feels true. And avoid sliding back into jargon and other self-serving language.

Another thing to pay attention to is that this statement is outward-facing, talking about the impact the brand can have on others’ lives. This makes it instantly more appealing to those you hope to serve.

Also, notice there is no mention of software or software features. Instead, the benefit statement focuses on the desire of the prospect to do something meaningful – to help change the course of careers. Making a difference in a fellow human’s life is powerful stuff. It’s emotional. You want your brand’s benefit to be emotional if you want to be noticed, chosen, preferred, and even championed.

(Quick note: don’t worry that we haven’t mentioned the features. They will enter the brand’s messaging. But they will be in service of delivering that emotional benefit.)

Don’t underestimate the power of this exercise

Why all the fuss about benefits vs. features? You could say, “I just need to get a message about my offering out there.” The problem is that there is a morass of brands out there talking about their features. If you’re ready to get lost in that mess, go right ahead.

It’s not enough to expose people to your message. You have to give them a meaningful reason to care if you want to engage them. And rise above the sea of sameness out there.

If you’re ready to really connect with those you hope to serve, then spend time thinking about what’s really important to them. Think about how your brand helps them pursue that. Then write a benefit statement that goes beyond features. A benefit statement that serves their desires.