Are side-by-side feature/benefit comparison charts effective?
I have noticed that some of our competitors have started using side-by-side comparison charts comparing the features and benefits of their company to our company. Are these effective in helping to convert a prospect into a customer? A. Marketing expert, Joe Gracia, responds: Absolutely – but only if you come out the winner! Obviously buyers want to make sure that they are getting the most for their money when they purchase a product or service. One way for them to determine this, is from feature and benefit lists that show everything that they will get with one company’s product or service. Most Businesses Should Use Feature/Benefit Lists You’ve seen these feature/benefit lists on product boxes, in flyers, in ads, etc. You’ve even seen them on food products in the form of ingredients labels. Is it necessary to have a features/benefits list for ‘all’ products or services? Probably not all — but most products and services should have them. Imagine a computer or digital camera that didn’
