正如对比这些不同产品“功能 Features”与“好处 Benefits”的例子所示，没有人想买菠菜，人们想要的只是力量，活力和问题得到解决。
速浏览一下下面的这些对比描述，会不会让你怀疑大学课堂里面是不是有人把这些宝贝偷偷拿走了。
如果你发现这些新观点对你那些旧的脑细胞产生压力，那是一件好事。世界上可能没有一个老板不需要去面对功能与好处的困境。那就开始从这些例子中找灵感和窍门吧。或许正好有你的产品或品类。
再次强调，在介绍你的产品时，最重要的是知道：
客户不关心你的产品可以做什么，他们只关心它能为他们做些什么。
如果再用一张图片来说明就是：
101产品实例的功能和优点对比
| Product/ Service | Feature | So what? What’s the advantage? | The compelling sales message |
|---|---|---|---|
| Mobile phone | Integrated email application. | Check your emails wherever you are. | With fully integrated email system, this state-of-the-art mobile phone allows you to keep in touch with your customers when you’re on the move. |
| Computer | 64 GB hard drive. | Integrate a large amount of software and store a large number of files. | With a 64 GB hard drive, you can store all your important documents on one computer without having to worry about performance issues. |
| Insurance | Flexible maturity date. | You can choose an insurance maturity date that meets your needs. | Choose the best timing for fund redemption and lock in the greatest potential investment gains without incurring expensive penalties. |
| Insurance | 100 investment funds available. | Many different investment options to choose from. | With over 100 premier investment funds managed by renowned world-class investment managers, you can capture the best market opportunities and maximize potential returns. |
| Software | An advanced application that can handle multiple users concurrently. | Managers throughout the organization can connect to a common platform to share information. | A state-of-the-art application that can connect multiple users to enhance cost-savings, control, and efficiency. |
| Vehicle | Automatic safety restraint system, and both front- and side-impact airbags. | Enhanced safety features. | Protect your family with advanced safety features that give you full peace of mind even the smallest passengers will be protected in an accident. |
| Law firm | A small law firm that offers personalized customer service. | One-on-one attention. | Feel valued with bespoke services that are specifically tailored to your unique needs. |
| Financial reporting software | One-click financial reports. | Quick and easy access to financial information. | Access all the information your accountant is chasing you for at the click of a button. |
| Retail store | Open 24 hours. | Buy products at any time. | Whenever the need strikes, we’re open and ready to serve you. |
| Toy | Batteries included. | Product is ready to use. | Ready to use, straight out of the box with no hassle and no disappointed children on Christmas morning. |
| Software | Custom programs. | Programs that are designed specifically for the user. | Get access to the tools you really need; don’t waste your money on services that will do absolutely nothing for your bottom line. |
| Grocery store | Free home delivery. | Save time by not having to visit the store. | Don’t waste your valuable time shopping for groceries. We’ll do your shopping for you and deliver to your home at no additional cost. |
| Fitness video | A complete list of cardio and strength exercises that take just five minutes to execute. | Detailed fitness video with quick and simple exercises. | Easy exercises that will melt away abdominal fat in just five minutes a day and leave you looking great in time for your vacation. |
| Baby shower eBook | A detailed guide to baby showers that contains 169 pages of unique content. | Comprehensive guide to baby showers that you won’t find elsewhere. | Plan a unique and memorable baby shower that people talk about for years to come. |
| Software | A state-of-the-art artificial intelligence algorithm. | A user experience that is adapted to your needs. | Access the data you need, when you need it, without information overload. |
| Office chair | Pneumatic seat height adjustment that has been designed by ergonomic experts. | Sit correctly at your desk. Change the chair settings to suit your posture and height. | Long hours at the office don’t need to translate to poor posture and debilitating back pain. Our stylish office chair has been specifically designed to ensure you maintain the perfect sitting position regardless of how many hours you spend in front of the screen. |
| Childcare center | Open from 07:00 to 20:00. | Open from early in the morning until late at night. | We are open from dawn to dusk, allowing you to find childcare that is aligned with your busy schedule. |
| Indoor soft play area | Fully licensed play center. | Registered and assessed play center. | Our play facilities are fully licensed, meaning you can rest assured that your child can play in a secure environment that meets all health and safety standards. |
| Mobile phone | Battery pack with 1000 mAh capacity. | Powerful, long-lasting battery. | Increase your phone’s battery life by up to 50% so you can enjoy 3D gaming on your long commute without worrying about the battery running out. |
| Yoghurt | High-protein Greek yogurt. | Healthy and nutritious. | Enjoy a powerful, delicious yogurt that keeps you on the go throughout the day. |
| Airline loyalty program | Every new customer will receive 25,000 bonus air miles. | Earn free air miles simply by creating a new membership account. | When you join our member’s program, you’ll be rewarded with enough air miles to take two round-trip flights to anywhere in Europe. |
| Hosting platform | State-of-the-art hosting software that can handle multiple core structures of data. | Stable hosting software that can meet high-volume demands. | You can be confident your site won’t go down when your latest product offering goes viral. |
| Web analytics software | Our software can identify traffic from seven different sources. | Identify where visitors to your website are coming from. | Don’t second guess which of your marketing activities are generating ROI, learn exactly where all of your website visitors are coming from at a click of a button. |
| Heater | Integrated timer. | Set the timer on your heater so that it comes on at a time to suit you. | Banish the dread of getting out of bed on a cold morning for good with a heater starts ten minutes before your alarm goes off. |
| Slimming underwear | Shaping Lycra panels. | Underwear that will smooth the bulge and slim your silhouette. | Wear that little black dress with confidence with smoothing underwear that makes you look 10 lbs. slimmer. |
| Freelancer portal | Over 100 freelancers available. | Access to a large pool of resource. | Get things done faster and cheaper by tapping into our comprehensive pool of talent. |
| Internet service | Seven megabyte-per-second download speed. | Download files quickly and easily. | Spend less time waiting for movies to download and more time enjoying them. |
| Vehicle | Four-wheel drive truck. | Suitable for all terrains. | Provides plenty of power to help you get the goods to their final destination, wherever that may be. |
| Vehicle | More miles per gallon. | Your gas will go further. | Superior fuel consumption means you can spend less on gas and more on the things that matter to you the most. |
| Camera | 25x wide-angle lightweight NIKKOR glass lens | High quality, easily transportable lens. | Capture dramatic landscapes with a portable, lightweight lens you can take everywhere without compromising on quality. |
| Cookery school | Watch a chef in action in our live kitchen. | Learn how to create a delicious dessert by watching an expert at work. | Avoid making mistakes by seeing for yourself, step-by-step, how to create a dessert that will wow your diners. |
| Toothbrush | Battery-powered toothbrush that removes up to 99% of plaque. | Removes more plaque from your teeth than a regular toothbrush. | Less effort, more cleaning and a healthier mouth. |
| Telemarketing Software | Wordless typing software. | Type keywords and sentences using a basic function key. | Save up to 40% of your sales team’s time with wordless typing. More time selling, less time on mundane admin tasks. |
| Corporate lawyer | Expert in business law. | The advice you need to ensure your business operates legally. | Be rest assured you are operating within the realms of the law by accessing the most up-to-date knowledge of state and federal legal rules. |
| Gym | Modern, state-of-the-art equipment. | Up-to-date technology that can optimize your workout. | Lose weight and shed inches from your waistline with minimum effort and time. |
| Online training | We offer over 350 different online courses. | There is a wide variety of choice of online course. | Advance your career by accessing a comprehensive range of training courses to suit your distinct needs. |
| Electronic lock | Biometric lock. | Keyless access. | Never worry about losing your keys again. |
| Baby gifts | Hand-painted personalized piggy bank. | A one-of-a-kind gift for baby. | Bringing a new life into the world is an event like no other—mark this occasion with a uniquely personal gift that will last a lifetime. |
| Photo album | Deluxe bonded leather with rounded corners. | A high-quality photo album. | Protect your memories for years to come with a binder that won’t wear out. |
| Chiropractor | Ten-minute posture evaluation. | A quick, personalized evaluation of your condition. | With our quick and simple posture assessment, we can identify the exact treatment you need for your unique situation. |
| Bicycle | 21-pound titanium frame. | Lightweight frame that makes riding your bike easier. | Achieve faster speeds with less effort and hit that personal best you’ve been training for. |
| IT support | On-call software experts. | Instant access to expertise. | Don’t let IT problems ruin your day. Solve your software issues in minutes, by just picking up the phone. |
| Personal trainer | I know the shortcuts to creating muscle definition. | You can get into shape and improve your body quickly and easily. | I will help you achieve the ripped abs you have been dreaming of. After just a few sessions with me, the girls will be beating down your door. |
| Realtor | I have over 20 years experience selling houses in the neighborhood. | You can benefit from expert knowledge of the neighborhood and what sells. | Sell your house quickly, for the highest amount possible, by tapping into my proven strategies that sell homes in your area. |
| Copywriting | Search engine optimized content. | Website content that appeals to the search engines. | Get found by your customers and avoid expensive advertising fees with SEO copy that tops the rankings. |
| Sleeping bag | Two-inch insulation layer. | Stay warm all night. | Don’t let the cold keep you up at night. Get a great night’s sleep and wake up to a full day of camp activities ready and raring to go. |
| Salad bar | Over 65 different sauces and dressings. | Plenty of choices to liven up a salad. | Salad need not be dull. We have enough options for you to enjoy a different salad every day for a year. |
| Insurance broker | Over 35 years of experience. | Knowledgeable and experienced team of experts. | You can relax knowing our team of experts has the experience it takes to get you the best possible deal for your life insurance. |
| Computer store | We carry all makes and models. | Store where you can shop for all major brands in one visit. | A one-stop shop where you can find the exact computer you’ve been dreaming of. |
| Project management software | Task planner. | Automates the difficult process of planning tasks. | Spend less time on administrative tasks and more time getting work done so you can be home on time to tuck your kids in. |
| Digital marketer | An expert in social media management. | Access to proven techniques to manage social media channels. | Your business will grow on autopilot with my blueprint for managing social media. |
| Shampoo | Contains panthenol, a provitamin of B5. | Moisturizing shampoo that makes hair appear shiny. | Discover healthy, shiny hair that will get you noticed. |
| Alarm clock | Two different alarm timers for weekday and weekends. | Set the alarm for a different time on weekdays than on weekends. | Never make that mistake of being rudely awoken at an earthly hour on a Saturday morning ever again. |
| Camper van | Fiberglass exterior. | Weatherproof, easy to clean exterior. | Your brand new camper van will stay looking brand new for years to come with very little maintenance effort. |
| Diet cola | Zero calories. | Low-calorie version of your favorite drink. | Lose weight fast and get the body you’ve been dreaming of, simply by switching to diet cola. |
| iPad | Retina display. | High pixel density. | Enjoy images so crisp that you’ll view movies on your iPad in a whole new light. |
| Dry cleaners | On-site dry cleaning services. | Faster turnaround. | If you’re in a rush and need your best suit or favorite dress in a hurry, take advantage of our two-hour service. We will have you dressed to impress in no time. |
| GPS Bike Computer | Integrated cadence sensor | Ability to measure the average cadence of your cycling session. | Improve your cycling technique and identify your optimal cadence. |
| Meditation app | Step-by-step Introduction to meditation. | Learn how to meditate and de-stress in a straightforward manner. | Keep calm and collected no matter what life throws at you with simple exercises you can perform anywhere. |
| Home workout program | 25 extreme workouts. | Complete high-intensity workouts in the comfort of your home. | Get ripped in 90 days without facing the glaring eyes of the gym crowd. |
| Laptop | Portable. | Use your laptop while you travel. | Complete important work assignments and tasks on the move so you can take time out when you get where you’re going. |
| Floor cleaner | Kills 99.9% of all known germs. | Effectively removes the majority of known germs and bacteria. | Clean, care and protect so you and your family can enjoy a “hands on” approach to life. |
| Sports shoes | Higher cut for better ankle support. | Less chance of sustaining an ankle injury. | Never roll an ankle again. Give the game your all with protection where you need it the most. |
| Hiking boot | Antimicrobial mesh lining. | Prevents and deodorizes nasty odors. | Get the versatility your various exploits demand while keeping your feet dry, cool and odor free. |
| Real estate | Integrated air conditioning throughout. | Cooler home in the hotter summer months. | Relax with your family and friends during a hot summer day in the cool comfort of your central air conditioned home. |
| Car insurance | No-claims protection | You will not lose your no-claims discount if you have a car accident. | Protect your hard-earned no-claims bonus and rest assured that your premium won’t increase if you have an accident. |
| Washing machine | High load capacity. | Wash a large number of items at once. | You can wash 30 shirts in one wash cycle, saving your precious time and money. |
| Proofreading services | Available 24/7. | Services available at any time of day or night. | No matter when you need our services, we’re right here at your beckon call. |
| Oven | Pre-programmed recipe settings. | Cooking times and temperatures tailored to different dishes. | Cook perfectly: achieve the optimal standards with every dish that you cook. |
| Footwear | Lined with Merino sheepskin. | High-quality, luxury interior. | Keep your feet cozy and warm and enjoy unrivalled comfort with the highest quality sheepskin lining. |
| Dating service | 35-dimension compatibility matching system. | Find potential partners who are suitable for you with minimum effort. | Find true love the quick and simple way. |
| Camera | Two-year warranty. | Guaranteed product will be replaced or repaired if it develops a fault within the first two years. | Order safe in the knowledge that you won’t have to foot the bill if your camera stops working. |
| Vacuum cleaner | Refillable floral scented filters. | Make the room smell nice as you vacuum. | Release a burst of scent as you vacuum, leaving your rooms smelling clean and fresh. |
| Hotel | Located next to business district. | Travel from the hotel to your business meeting in minutes. | Have a lie in and still get to your meeting with plenty of time to spare without the aggravation of negotiating an unfamiliar city. |
| Hotel | Late check out. | No rush to check out by a set time. | Enjoy the comfort of your room a little longer on the day of checkout and miss the morning checkout queues. |
| Business card printer | 101 professional design templates. | Selection of ready-made, professional templates to choose from. | We make it easy to create professional business cards that will help start conversations, open doors and strengthen relationships. |
| Life coach | Expert guidance to help you reach your short- and long-term goals. | Mentoring that will help you to understand what you want out of life and how you can achieve your aspirations. | Be the best you can be and achieve your full potential without feeling weighed down by life’s challenges. |
| Recruitment service | Job-candidate matching service. | Target the right candidates quickly. | Find the right people to take your business forward without wasting time, energy and money. |
| Toothpaste | Removes 80% of surface stains. | Get whiter teeth. | Stand out with a bolder, brighter designer smile. |
| Watch | Sapphire-crystal case back with alligator leather strap. | Durable, high-quality watch. | Own a timepiece that can be passed from generation to generation. |
| Web design service | Professional website design. | Create a positive first impression for your business. | Impress your potential customers with a professional website that showcases your products in the best possible light. |
| Weight loss system | 15 easy-to-prepare meals that taste great. | Diet food that isn’t tasteless. | Dieting need not be a chore. Eat delicious foods while still losing weight. |
| Laminate flooring | Grove click installation system. | Click to assemble without nails or glue. | Ditch the expensive installers with a system so simple you can install laminate flooring yourself. |
| Copywriting services | Copywriting plans to suit all budgets. | Services tailored to the customer’s needs and budget. | Whether you are a start-up with a shoestring budget, or an established business about to embark on a major marketing campaign, we have a solution that’s just right for your needs. |
| Content management system | Drag and drop content management system. | Create a website design quickly and easily. | Create and edit your website whenever you like without needing to know any programming languages or enlisting the services of a designer. |
| Monitor screen | Anti-glare technology. | Reduced reflection. | Work longer without feeling tired. |
| Photocopier | Copy speed of 80 items per minute. | Less time waiting for copies. | Spend less time stood at the photocopier and more time designing great marketing material. |
| Mountain bike | Bontrager G4 Team Issue Tyres. | Downhill tire designed for aggressive riding. | Be more adventurous and take on any terrain that comes your way with tires that are built to withstand anything. |
| Language teaching application | Learn the 90 most practical English verbs. | Learn vocabulary that will actually be useful when conversing in English. | Make your breaks and commutes more productive with a language app that teaches you the words you need to know, fast. |
| Financial accounting software | Automated bank feeds. | Software receives all your transaction details automatically without any manual input. | Reconcile your accounts from anywhere at any time, without needing to waste time digging out your paperwork. |
| Banking services | Free unlimited email support. | Get access to help without having to pick up the phone. | Never waste time on hold again. Get the help you need, when you need it. |
| Vehicle | Heated leather seats | Quickly warm the car on cold days. | When it’s cold outside, you’ll be cozy and warm with heated leather seats that make the cold winter mornings that little easier to take. |
| Orthodontic braces | Clear aligners | No need to wear unsightly metal braces. | Achieve the smile you always dreamed of without disrupting your life and looks. |
| Electric shaver | Multi-flex 3D head | Shaver that follows the contours of the face. | Say goodbye to the five o’clock shadow with a more precise shave that lasts. |
| Tissues | Infused with protective balm. | Protects your nose during multiple uses. | Protect and care for your skin, even when you have the heaviest cold. |
| Recipe Book | Simple three-step recipes. | Meals that are easy to prepare. | Spend less time in the kitchen and more time with your family with these three-step recipes. |
| Electric bike | Intuitive system integrates with your motion. | Makes pedaling easier and more efficient. | An intuitive system that makes hills feel flat and distances shrink, so you can cycle just about anywhere with very little effort. |
| Diapers | Wetness indicator. | Know when your baby’s diaper needs changing. | Have confidence your baby is comfortable and protected |
| Dog food | Formulated to meet established canine nutritional requirements. | All the nutrients your dog needs to live a healthy life. | Keep your beloved family pet happy, healthy, and full of vitality for years to come. |
| Headphones | Noise canceling functionality. | Listen to music with no interference from outside sounds. | Lose yourself in the music without being interrupted by the chaos of your evening commute. |
| Food delivery service | Express delivery in under 30 minutes. | Get food delivered to your door within a short period. | When you are hungry, we don’t expect you to wait. Order online in just three quick clicks and we’ll be waiting at your door with the takeaway of your choice by the time you’ve had a shower and got the knives and forks out. |
