#024 - Features, Benefits and Value

#024 - Features, Benefits and Value

How you're positioning your capabilities may be selling yourself short. Learn this simple way to reframe your value.

Who the heck named the killer whale?

The name has caused them to be perceived as ferocious - a threatening predator.

But not a single incidence of a wild whale killing a human has been reported.

A better name for these majestic creatures might be 'sea pandas' because of their coloration.

Here's the point: perception becomes reality.

How prospective clients perceive our capabilities and value sets the precedent for the relationship.

When you position your service as a feature, you’re selling yourself short.

Instead, focus on value to win clients and increase your rates.

Here’s the difference:

• 🛠️ Features - attributes of what a thing does

• ✅ Benefits - what outcomes do the features produce

• 💸 Value - how those outcomes achieve a strategic priority

Knowing your features is crucial.

But understanding the value they create is what sets you apart.

It’s not just about what you do; it’s about the outcomes you enable and the strategic priorities you fulfil.

Here are examples of features, benefits, and value for different marketing disciplines:

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‍Public Relations (PR):

🛠️ Features: Media relations, press release creation, crisis management.

✅ ​​Benefits: Increased brand visibility, positive media coverage, and reputation protection.

💸 Value: Enhanced brand reputation and public perception, improved credibility.

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Copywriting:

🛠️ Features: Compelling storytelling, SEO-optimized content, persuasive call-to-action.

✅ Benefits: Engaged audience, higher search rankings, increased conversions.

💸 Value: Improved brand loyalty, enhanced online visibility, direct impact on sales.

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Graphic Design:

🛠️ Features: Creative visual concepts, consistent branding elements, and high-quality design.

✅ Benefits: Memorable brand identity, cohesive communication, increased engagement.

💸 Value: Enhanced brand recognition, improved trust, positive customer experience.

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Digital Marketing:

🛠️ Features: Targeted social media campaigns, data-driven analytics, conversion optimization.

✅ Benefits: Increased brand awareness, informed strategies, higher conversion rates.

💸 Value: Expanded reach, improved ROI, direct impact on sales and revenue.

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Product Marketing:

🛠️ Features: Market research, clear value proposition, customer feedback integration.

✅ Benefits: Informed product development, increased customer understanding, improved iteration.

💸 Value: Successful product launches, enhanced positioning, increased customer satisfaction.

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Demand Generation:

🛠️ Features: Lead generation strategies, marketing automation, multi-channel campaigns.

✅ Benefits: Increased sales opportunities, streamlined processes, and diverse audience engagement.

💸 Value: Growing pipeline, efficient resource utilization, improved brand visibility.

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How to Apply This to Your Freelance Business:

Identify Your Unique Features:

• What makes your freelance service stand out? Define your unique offerings, whether it’s your writing style, design approach, or strategic insight.

Translate Features into Benefits:

• How do your features benefit your clients? If you’re a copywriter, your storytelling skills might engage audiences, leading to higher conversions.

Connect Benefits to Strategic Value:

• How do these benefits align with your client’s strategic priorities? If your writing increases conversions, that’s revenue growth, a key strategic goal.

How are you presenting yourself to clients today? What small tweaks could you make to your framing to accentuate your strategic value? Drop me a reply and let me know!

‍

Jeff

Freelance Marketing Alliance

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