Are you an Inland Empire business who wants to promote the benefits of your products and services to your clients? If so, don’t assume that these benefits must be quantitative. You can use qualitative benefits also.
Before we talk about quantative vs. qualitative benefits, let’s talk about benefits themselves, and how they differ from features.
As Kayla Carmichael has noted, features answer the “what” question, while benefits answer the “why” question.
She explains that your clients don’t care if your meal kit arrives ready to heat (a feature). Your clients care about saving time preparing meals (a benefit).
In certain cases, the client may be even more impressed if the benefits can be expressed in a quantitative way. For example, if you know that your meal kit saves people an average of 37 minutes and 42.634 seconds preparing meals, let your client know this.
But maybe you don’t know this.
- You haven’t paid for a survey of your existing customers to see how much time they’ve saved preparing meals.
- Or maybe the data just isn’t available at all.
The power of qualitative benefits
A lack of quantifiable data won’t stop your marketing efforts, though, since qualitative benefits can be just as powerful as quantative ones.
I’m going to take the marketer’s easy way out and just cite something that Apple did.
I’ll admit that Apple sometimes has some pretty stupid marketing statements (“It’s black!“). But sometimes the company grabs people’s attention with its messaging.
Take this July 2022 article, “How Apple is empowering people with their health information.”
You probably already saw the words “empowering people” in the title. Sure, people like health information…but they really like power.
Later in the article, Apple’s chief operating officer (Jeff Williams) emphasizes the power theme: “…they’re no longer passengers on their own health journey. Instead, we want people to be firmly in the driver’s seat.”
Of course, this isn’t the first time that Apple has referred to empowering the individual. The company has done this for decades. Remember (then) Apple Computer’s slogan, “The Power to Be Your Best”? If you missed that particular slogan, here’s a commercial.
There are zero statistics in that commercial. It doesn’t say that the Macintosh computer would equip you to jump 5% higher, or sing on key 99.9% of the time. And Apple Computer didn’t claim that the Macintosh would equip you to draw bridge images 35.2% faster.
But the viewer could see that a Macintosh computer, with its graphical user interface, its support of then-new graphic programs, and (not shown in the ad) the ability to distribute the output of these graphic programs via laser printers, gave Macintosh users the power to…well, the power to be their best.
And some potential computer buyers perceived that this power provided infinite value.
As you work out your benefit statements, don’t give up if the benefits cannot be quantified. As long as the benefits resonate with the customer, qualitative benefits are just fine.
What are your benefits?
Let’s return to you and your Ontario, California area business that needs content marketing promotion. Before you draft your compay’s marketing material, or ask someone to draft it for you, you need to decide what your benefits are.
I’ve written a book about identifying benefits, and five other questions that you need to answer before creating marketing content.
Click on the image below, find the e-book at the bottom of the page, and skip to page 11 to read about benefits.
Feel free to read the rest of the book also.