Most product pages and demo calls sound like the inside of a PowerPoint presentation no one asked for. Long lists of features, specs, tech jargon, and zero connection to the person reading it. And that’s exactly why people bounce or zombie out on sales calls.
Selling features isn’t about listing every bell and whistle you can think of with your internal tech speak. It’s about connecting the dots between what your product does and why your customer should care, practically and emotionally. So whether you’re writing your product page, building out your website, or listing features for potential buyers to browse, your job is simple: build value, not boring self-aggrandizing.
No, this isn’t the moment to talk about yourself, your accolades, or why you’re so amazing. That usually comes late in the sales call or somewhere on your about page on your website. This step is all about taking everything you’ve learned about your prospect and connecting it to your product or service as their solution. This is where you build value for them.
Value Building Feature Presentation Using “The Happy Sales System”
If you have a product, the feature/benefit breakdown is where you showcase it. You have to make sure that as you go through your typical feature list, you’re catering it specifically to your customers’ hot buttons and pain points. As you write about each feature, communicate what it does for them.
This is a multi-step formula:
- The feature and what it does
- What the feature does for them
- How it solves their specific problem
- The personal benefits they can derive from it in their life or business
In action
Here is an example using headphones as a product:
Describe What It Is
Feature Description: These are our latest noise-canceling headphones.
Describe Its Function for Them
Function Description: These headphones actively block external noise, allowing you to enjoy clear, uninterrupted sound.
Describe How It Solves Their Problem
Problem-Solution Description: If you frequently work in noisy environments or travel often, these headphones will eliminate distractions and help you focus.
Discover the Practical Benefit
Practical Benefit: By using these headphones, you can increase productivity and improve your listening experience, whether at work or leisure.
Describe the Emotional Benefit
Emotional Benefit: You will feel more relaxed and focused, enjoying a sense of peace in noisy environments. Your ability to get things done will also mean peace of mind when you’re at rest.
So you got from:
Feature:
Noise Canceling Headphones
To:
These noise-canceling headphones that actively block external noise, helping frequent travelers and people in noisy environments eliminate distractions so they can focus better, boost productivity, enjoy clearer sound at work or leisure, and relax with peace of mind knowing they got everything done.
We’re taught to communicate features and benefits, but the benefits of a product are multi-layered. You have to cater to different mindsets. Some people are more emotional, some are logical, and some are a blend of creative and analytical. Your job as a happy salesperson is to make sure every single type of person can understand what your product does for them.
Here is a simple worksheet you can use to practice including this in your product descriptions. This works for digital and physical products and can easily be plugged into an AI prompt to generate this for your specific product or service:
Value Building Worksheet
Product/Feature:
Describe What It Is
Feature Description: (Provide a brief description of the product or feature)
Describe Its Function for Them
Function Description: (Explain what the product/feature does)
Describe How It Solves Their Problem
Problem-Solution Description: (Detail how the product/feature addresses a specific problem)
Discover the Practical Benefit
Practical Benefit: (Identify and describe the practical benefits, such as increased revenue, time-saving, cost reduction, etc.)
Describe the Emotional Benefit
Emotional Benefit: (Describe the emotional impact or benefit, such as feeling more secure, confident, happy, etc.)
Take the time to fill this out and you will see a huge difference in how people respond to you, even when they’re just reading your product page or browsing your features.
AI Prompt
Use this AI prompt for your product or service:
I am writing product descriptions and need you to help me build value for my product by breaking down its features and benefits clearly. Use the following structure for each feature:
- Product/Feature Name: [Insert product or feature name here]
- Feature Description: Briefly describe what the product or feature is.
- Function Description: Explain what the product or feature does for the customer.
- Problem-Solution Description: Describe the specific problem this solves for the customer.
- Practical Benefit: List the practical benefits (time saved, money saved, increased revenue, productivity, convenience, etc.)
- Emotional Benefit: Describe the emotional benefits (confidence, peace of mind, less stress, etc.)
Here’s my product info to work with:
[Insert your product details here]
Please format the output in a way that I can easily copy/paste into product pages or marketing copy.
Sell For Them
People don’t care how cool your product is. They care what it does for them. The moment you stop listing features like you’re reading off a brochure, and start connecting those features to real-life benefits, you stop being boring. And you start converting.
