How do you think about features, advantages and benefits in the context of messaging?
5 Answers
Scribe VP of Product Marketing • 5y
I recommend creating an internal glossary for your company so everyone shares the same understanding. Here's how I think about it: Features - Specific functionality of ...
2066 Views
Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 4y
I think when it comes to features <> benefits in messaging you really can't have one without the other. Features are the what, benefits are the why - people need to...
564 Views
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The New York Times Vice President, Head of Product Marketing • 2y
Lead with the why. Your messaging framework should be rooted in the positioning statement, which speaks to the problem you’re trying to solve, who you’re solving it for, ...
530 Views
Circana Chief Strategy Officer | Formerly Microsoft, SAP, McKinsey • 4y
We try our best not to get too caught up or carried away with our great product features! Ultimately - it's about the value we deliver to customers and so we try to infus...
507 Views
ESO Director of Product Marketing & Demand Generation | Formerly Fortive • 4y
Features, advantages, and benefits should support your message, not be your message. A lot of B2B marketers don't elevate their messaging above simple benefit statements....
299 Views
Related Questions
How to measure effectiveness of messaging?How do you think about customizing some of the different messaging frameworks for your needs?What messaging frameworks are best-in-class?What is your approach on developing messaging for new product/features? How to you help stakeholders parse the difference between what’s a feature and what’s a benefit? How do you decide between the core vs. the non core offerings when doing messaging?