How to Generate Good Benefit Statements PDF Print E-mail

In order to write a good Benefit Statement, you need a clear understanding of the ISSUES of the BUGS and their CASE . Most importantly, you need to be able to write Benefits and not Features. 

Features vs. Benefits

A Benefit Statement explains why your firm can help the target organization better than anyone else. It also uses the Theme to create an anchor to each of the ISSUES with which you can help. Customers buy Benefits. When you're shopping, you're not looking for a polyester garment with a tiered A-line skirt. You're looking for a dress that makes you look 6 pounds lighter. You're not looking for a 124 bps dual band with cross-channel relay. You're looking for a fast connection to the Internet without tying up your phone if you're on the Internet.

One Feature many have many Benefits. Let's say you want to get rid of a skateboard you've had in your garage for some time. At the next neighborhood garage sale, you add this item to the display. One person is interested in buying the skateboard because they're trying to exercise more in order to lose weight. Another person is interested in buying the skateboard to add it to their collection of skateboards of various vintages. And another is interested in buying the skateboard because they're making a go-cart and want to use the wheels. The skateboard is just one Feature, but it has three Benefits: exercise, collectability, and parts.

Features seldom attract buyers. The only buyers who look at Features already know what they want and what they need to accomplish it. Polyester blends don't attract your interest until you know the Benefit: they're wrinkle free. Nylon carpeting doesn't attract your interest until you know the Benefit: the colors are rich, they never fade, and it's stain resistant. Concrete paving doesn't attract your interest until you know the Benefit: it's maintenance free.

So the challenge is to first understand the Issues facing the buyers and then demonstrate (through the Benefits) how you can solve that Issue. For example, here's a Feature: 
We have an experienced project manager.
Here's the Feature as a plain vanilla Benefit Statement: 
George is an experienced Project Manager who will supervise your project.
Now, here's a Benefit Statement anchored to the Theme "Working in Harmony": 
Just like the conductor of a symphony, George will conduct this project so that it stays harmonious and on key.


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