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www.RAB.com

The Difference Between Features & Benefits Your clients know the difference...Do you?. www.RAB.com. Your clients have one primary question... “Why should I advertise on your station?”. What’s the Difference?. Feature. Attribute of your station f rom your point of view

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www.RAB.com

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  1. The Difference Between Features & Benefits Your clients know the difference...Do you? www.RAB.com

  2. Your clients have one primary question... “Why should I advertise on your station?”

  3. What’s the Difference? Feature Attribute of your station from your point of view Feature statements usually begin with WE or OUR

  4. What’s the Difference? Examples: “We rank #1 in adults 25-54” or “Our signal covers eleven counties”

  5. What’s the Difference? Attribute of your station from your point of view Feature statements usually begin with WE or OUR Attribute of your station from the prospect’s point of view Benefit statements usually begin with YOUor YOUR Feature Benefit

  6. What’s the Difference? Examples: “You will be reaching the largest adult 25-54 audience in the market” Or “Your message will be heard in all eleven counties of our metro area.”

  7. Features & Benefits Can I interest you in a really nice hat?

  8. Features & Benefits Step 1: Write down three FEATURES this hat offers.

  9. Features & Benefits Step 1: Write down three FEATURES this hat offers. After each FEATURE, write the phrase “which means that you....”

  10. Features & Benefits Step 2: Now, identify the corresponding BENEFIT for Each FEATURE and complete each statement.

  11. Features & Benefits That’s pretty good, but let’s Give it even more impact!

  12. Features & Benefits Example: Rather than saying... Our hat is coated with our new clear coat varnish which means that the show will last through years of exposure to the elements.

  13. Features & Benefits Example: Say... Your hat will provide you with years of protection from the elements because it is coated with our patented Clear Coat varnish.

  14. Features & Benefits Let’s apply this to your station

  15. Features & Benefits Step 1: Write down three FEATURES that you often use when presenting your station to clients and prospects.

  16. Features & Benefits Step 2: Identify the BENEFIT to advertisers (“Which means that you...”)

  17. Features & Benefits Step 3: Lead with the BENEFIT Support with the FEATURE

  18. Features & Benefits When writing proposals or “one-sheeters”, you can improve on the standard FEATURE oriented wording by leading with the BENEFIT and using the FEATURE as support information.

  19. Features & Benefits When presenting, be sure to include support materials for any claims you make... Coverage Map Ratings Data Qualitative Research Etc.

  20. Features & Benefits The Most Important BENEFITS To Your Clients and Prospects • Solving their problems • Achieving their objectives

  21. Features & Benefits The Complete System • Conduct a thorough needs analysis • Identify the client’s primary objectives • Identify the client’s most pressing problems • Lead with the BENEFIT of solving their problem and/or achieving their objective • Support with the corresponding station Features • Offer proof

  22. The Difference Between Features & Benefits Your clients know the difference...Do you? www.RAB.com

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