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RAB Radio Training Academy RAB Radio Training Academy www.RAB.com The Difference Between Features & Benefits Your clients know the difference...Do you?
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The Difference Between Features & Benefits Your clients know the difference...Do you?. www.RAB.com. Your clients have one primary question... “Why should I advertise on your station?”. What’s the Difference?. Feature. Attribute of your station f rom your point of view - PowerPoint PPT Presentation
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RAB Radio Training AcademyRAB Radio Training Academy
www.RAB.com
The Difference Between Features & BenefitsYour clients know the difference...Do you?
RAB Radio Training Academy
www.RAB.com
Your clients have one primary question...
“Why should I advertise on your station?”
RAB Radio Training AcademyRAB Radio Training Academy
Attribute of your stationfrom your point of view
Feature statements usually beginwith WE or OUR
What’s the Difference?
Feature
RAB Radio Training AcademyRAB Radio Training Academy
What’s the Difference?
Examples:
“We rank #1 in adults 25-54”or
“Our signal covers eleven counties”
RAB Radio Training AcademyRAB Radio Training Academy
What’s the Difference?
Attribute of your stationfrom your point of view
Feature statements usually beginwith WE or OUR
Attribute of your station fromthe prospect’s point of view
Benefit statements usually beginwith YOU or YOUR
Feature
Benefit
RAB Radio Training AcademyRAB Radio Training Academy
What’s the Difference?
Examples:
“You will be reaching the largest adult 25-54 audience in the market”
Or
“Your message will be heard in all eleven counties of our metro area.”
RAB Radio Training AcademyRAB Radio Training Academy
Features & Benefits
Can I interest you in a really nice hat?
RAB Radio Training AcademyRAB Radio Training Academy
Features & Benefits
Step 1:Write down three FEATURES this hat offers.
RAB Radio Training AcademyRAB Radio Training Academy
Features & Benefits
Step 1:Write down three FEATURES this hat offers.
After each FEATURE, write the phrase“which means that you....”
RAB Radio Training AcademyRAB Radio Training Academy
Features & Benefits
Step 2:Now, identify the corresponding BENEFIT for Each FEATURE and complete each statement.
RAB Radio Training AcademyRAB Radio Training Academy
Features & Benefits
That’s pretty good, but let’sGive it even more impact!
RAB Radio Training AcademyRAB Radio Training Academy
Features & Benefits
Example:Rather than saying...
Our hat is coated with our new clear coat varnish which means that the show will last through years of exposure to the elements.
RAB Radio Training AcademyRAB Radio Training Academy
Features & Benefits
Example:Say...
Your hat will provide you with years of protection from the elements because it is coated with our patented Clear Coat varnish.
RAB Radio Training AcademyRAB Radio Training Academy
Features & Benefits
Let’s apply this to your station
RAB Radio Training AcademyRAB Radio Training Academy
Features & Benefits
Step 1:Write down three FEATURES
that you often use when presenting your station to
clients and prospects.
RAB Radio Training AcademyRAB Radio Training Academy
Features & Benefits
Step 2:Identify the BENEFIT to advertisers
(“Which means that you...”)
RAB Radio Training AcademyRAB Radio Training Academy
Features & Benefits
Step 3:Lead with the BENEFIT
Support with the FEATURE
RAB Radio Training AcademyRAB Radio Training Academy
Features & Benefits
When writing proposals or “one-sheeters”, you can improve on the standard FEATURE oriented wording by leading with the BENEFIT and using
the FEATURE as support information.
RAB Radio Training AcademyRAB Radio Training Academy
Features & Benefits
When presenting, be sure to include support materials for any claims you make...
Coverage Map Ratings
Data
Qualitative Research Etc.
RAB Radio Training AcademyRAB Radio Training Academy
Features & Benefits
The Most Important BENEFITS To Your Clients and Prospects
Solving their problems Achieving their objectives
RAB Radio Training AcademyRAB Radio Training Academy
Features & Benefits
The Complete System
• Conduct a thorough needs analysis• Identify the client’s primary objectives• Identify the client’s most pressing
problems• Lead with the BENEFIT of solving their
problem and/or achieving their objective• Support with the corresponding station
Features• Offer proof
RAB Radio Training AcademyRAB Radio Training Academy
www.RAB.com
The Difference Between Features & BenefitsYour clients know the difference...Do you?
