Product Benefits in Lead Generation

It’s often said that people buy a product because of its benefits.  Business Owners and marketing managers become very subjective about the benefits of their product.  They are the zealots who think everyone should own their product.  However, from a marketing perspective, target markets need to be told about the benefits of a product.  It’s important to identify the benefits of a product and create messaging to explain the benefits clearly and concisely.

Hugh Rank’s Intensify/Downplay Schema model identifies many different intrinsic values of products.  Intrinsic values are the things about that product that are most beneficial to the customer.  They are primary characteristics people respond to.  The more you can associate your product to the positive merits we favor, the more products you can sell.

Explanation of the Intrinsic Values

1.  Quality

Quality refers to the intrinsic value or characteristics of something.  If something is of “high quality” it’s better than every thing.  If something is of “superior” quality it is the best.

2. Efficiency

Efficiency refers to those words and images which emphasize ability and effectiveness of the product or service: Does it work? Can it do the job? Strength and effort are often related to efficiency.

3. Stability

Stability refers to those words and images which emphasize the favorable aspects of the past, of conserving older things, of tradition and heritage. 

4. Utility

Utility refers to those words and images which emphasize the usefulness and the versatility of the product or service, usually as a means to do something else. Tools and trucks are perhaps the most obvious product examples here, but many other items -- such as clothing and furniture, computers and electronics -- also use make such claims of usefulness of the product.

5. Quantity

Quantity refers to those words and images which emphasize a large number, amount, or variety -- in size, space, time, styles. The emphasis is on plenty, abundance ("more for your money"), often leading to a very common idea that "bigger is better."

6. Scarcity

Scarcity refers to those words and images which emphasize that which is rare, infrequent, or in limited supply. Scarcity is often clustered with an urgency appeal: "Hurry... only a few left."

7. Reliability

Reliability refers to those words and images which emphasize the predictability and sameness of a product or service. Such reliability can relate either to time (same results from repeated use) or to space (same qualities in all the parts).

8. Rapidity

Rapidity refers to those words and images relating to the speed of a product or service.

In most cases, a fast rate of speed is desirable, especially when the product is a means to an end: quick headache relief, fast airline travel, fast food service. However, in some situations, a slow rate is desirable and appropriate, especially when the product or service is an end in itself: a leisurely ocean cruise, an elaborate restaurant dinner, a spa, a quite vacation.

9. Beauty

Beauty refers to those words and images which are used to emphasize the delight and pleasure provided by the beauty of the product. Definitions and criteria of beauty may vary widely. It's subjective, "in the eye of the beholder."

10. Novelty

Novelty refers to those and images which emphasize the originality or newness of a product or service.

11. Simplicity

Simplicity refers to those words and images which emphasize the ease or uncomplicated aspects of a product or service. The emphasis is on being easy and effortless.  It’s not only about buying the product buy using and maintaining it.

12. Safety

Safety refers to those words and images which emphasize the safe and harmless qualities of the product itself, or in using it.

13.  Communicability

Communicability is the degree to which the benefits of a product can be talked about.  Some products are high risk and people use them but don't talk about them.  Other products are too complicated to discuss.  The easier the benefits of a product are to discuss the more it benefits a buying cycle.        

14.  Familiarity

People tend to like things they are familiar with.  In general the more the market is familiar with the benefits of your product the easier it is to sell. 

15.  Observability

Observability is the degree to which the benefits of a product can be observed.  Some products are easily observed such as a hair cut or a new suit.  Therapy sessions will not generally yield easily observed results.  People tend to like things they can see.

16.  Predictability

Predictability means that the user’s knowledge of the product is sufficient to determine the result of his/her future interaction with it.  The more predictable the benefits of a product the better.                      

17.  Trialability