If you have a student in the marketing area, they will enjoy talking about how features of a product/service should be translated into benefits. This article will provide you with some background and some ideas to feed in to the discussion:
The text in the box below is based on phrases given in the article.
1 Write on the board these words: Features tell, Benefits sell.
You might have to establish the meaning of ‘feature’: something interesting or important about a product.
And you will probably want to give (or elicit) a few quick and obvious examples of features and their benefits, such as power steering (feature) makes a car easier to park (benefit); or innovative design of a product (feature) means you look cool and stylish when you use it (benefit); or small size of a product (feature) means it easily fits into your bag or pocket (benefit).
2 Have a warmer discussion on this topic. Marketing people will have a lot to say about this (marketers understand that you have to appeal to people’s emotions, not just give them dry information).
3 After a general discussion, write the text below on the board.
I’m going to tell you about our … (product/service).
It has … (feature 1) and … (feature 2).
This means you …
provides you with …
means you will receive more …
allows you greater …
enables you to spend less money on …
Now ask the students to use the language on the board to write a few sentences about one of their own products/services and two of its features and resulting benefits.
4 When they finish, the students can read out their sentences and there will be further discussion, this time more specific to the students’ own business.
Excellent material, works for me AND my victims:)