We want people to listen to our show. To get them to listen we need to get them to click. To get them to click we need to convince them that they will BENEFIT from listening to your show. 

Too often, we explain a feature and not the benefit. 

When I was a copier technician I serviced Minolta copiers that had "micro-toner," which was a feature. The benefit was clearer and sharper pictures. 

So many times we let our audience know that Tuesday is Tough Love Tuesdays, and Friday are Free For All Fridays

Think of it this way, Do you care what box your next Amazon shipment comes in? No, you just want the product to be good. We don’t care how it’s packaged. 

So when you’re trying to get people to click, quit leading with these types of “features” and instead lead with the benefits of listening to your show. 

Understanding Features 

A feature is an attribute or functionality of a product or service. It's what a product does or the use it has.

Understanding Benefits

A benefit is how a product or service can improve or add value to a customer's life. Benefits answer the question, "What can this product or service do for me?" for consumers. In marketing, it's helpful to describe how a product or service can solve an audience's particular problems.

For example, a feature of an oven is that it can fully heat up in five minutes. The benefit of this feature is that it allows you to cook a meal quickly.

One-on-one coaching is a feature of the School of Podcasting. The benefit is there can be a bit more accountability and it is less public for those that are shy. 

“Insulated” is the feature of a mug. The benefit is it keeps the hot stuff hot, and the cold stay cold.

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 Mentioned In This Episode

Tom Webster Article on Explaining Podcasting

 

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