09: Because at Some Point You Will Have Something To Sell...

Ever heard of the Feature~Benefit~Value mix?

📍Originally inspired by a post in my #DearPMM series on LinkedIn, this piece is for anyone—creative, business owner, hustler with an idea—trying to get people to care about what you’re offering.

I don’t believe even 2 out of 10 people you'll meet have ever NEEDED to “Supercharge” anything (still, I have seen numerous brands promising to do just that. *Sigh)

You’re fighting for attention, and if your words make people too broke to “pay attention,” how will they pay for your services?🤭

Please say what you mean, and if you can’t find the words, then maybe as a matter of fact, you truly don’t have anything REAL to offer. 

You’re not Apple. You’re not Nike. Yet.😬

So you don’t exactly have the luxury of being mysterious.

If you’re trying to get people to buy, sign up, or even care, then your messaging has to punch through and leave the kind of mark that can’t be ignored.

Source: jcarcamoassociates.com

Here’s a simple framework to help you shape clearer, more compelling product stories:

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FEATURE ~ BENEFIT ~ VALUE

*FEATURE: What your product has or does.

This is often where most people (that are selling) stop talking, and it’s why most people (that could potentially buy) stop listening. It’s where a lot of products pitch their tents because we tend to be so self absorbed in what we're selling that we forget that we are not the hero in this story.

If you can’t define or describe your product features well enough that my Aunty who doesn’t know what SAAS (Software As A Service) is can understand you, then Charlie, you have your work cut out for you.

*BENEFIT: Why should I care?

What will your product help me avoid, achieve, or enjoy?

This should be self explanatory. Yes, I know that you want to sell me this bicycle, & you’ve gone on & on about the uniqueness of the seat (feature) in comparison to other bikes. But it still begs the question, why should I care? If you can’t convince me that a benefit of that feature is that I can ride for longer hours without feeling numb in my behind, then why are we even still talking?

*VALUE: What does that benefit mean for me in real life?

How does it move me forward? Make me better? Give me peace?

I’ll admit this is often hard to understand or differentiate, & I dare say, it can be the same as Benefit (sometimes), yet… The value is what I stand to gain from the benefits that your product’s feature offers. 

Value is: “Because the comfortable bicycle seat (feature) lets me ride twice as long (benefit), I can now become fitter, faster (value).”

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Let’s break it down with an example from

Edubanc

’s Salary Advance offering for Teachers;

• Feature: Teachers can access up to 90% of their earned salary any time in the month.

• Benefit: No more waiting till month-end to sort out emergencies.

• Value: Peace of mind and financial flexibility, so they can focus on teaching, not stressing.

See how clean that is?

Now imagine applying that same clarity to your offer—whether you’re selling online courses, wigs, perfume, or a fintech solution.

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Bookmark this part… 

A solid example of a powerful messaging framework is Emma Stratton’s—which, in Justin Dorfman’s words, is all about “aligning messaging with the depth of knowledge of your target audience.”

Emma Stratton VBF Approach

Super stuff! However, nothing is really set in stone in storytelling—your story either works (by really connecting) or it doesn’t. At the end of the day, no one is going to care what framework you use when you’re selling to them.

So feel free to flip the framework depending on what feels truest to your audience:

• VBF (Value > Benefit > Feature)

• BFV

• FBV

• FFV (especially for technical or complex products)

• BBV (double benefit, baby!)

Bottom line, when someone reads your message, you want them to leave thinking, “Hmm…this might just be what I need.”

That’s the sweet spot.🎯

That’s when interest becomes intention.

So the next time you want to “supercharge” your messaging, don’t just say it. Show it.

With words that click. And stories that stick.

Feel free to hit me up if you’d like to chat more about this.

Keep breathing.

Jisíké. 💪🏾

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