1, feature (feature)
It refers to the characteristics that your own product has that others don't, or that your product has obvious characteristics in some way, far exceeding others. Of course, you should first know your product like the back of your hand, and then explore its characteristics as much as possible, especially the comparison with the same industry.
For example, the pot you produce is made of xx high-strength composite material with the latest technology, the clothes you sell at home are made of imported fabrics with top international standards, and the snacks you sell are handmade without any additives.
2. Advantages (advantages)
It is some or all of the above characteristics that bring advantages to the product, which is superior to others. For example, because of this material, your pot has the advantages of super corrosion resistance, oxidation resistance, firmness, bump resistance, non-stick pot and so on.
Because of this material, the clothes you sell have the advantages of being particularly soft, good to the touch and durable; Because of the above, your snacks have the advantages of non-toxicity, low calorie and satiety. Note that the difference between advantages and characteristics is that characteristics are just different from others, while advantages are better than others.
3. Benefits (benefits)
It is the direct benefits that these advantages can bring to customers, which customers can feel themselves. For example, your pot has the above advantages, so it can bring users more durability, avoid eating harmful substances by mistake, and have less oil smoke; Clothes are comfortable to wear, easy to take care of, durable and save money; Snacks have the benefits of a healthy, safe and balanced diet.
4. Evidence (evidence)
The last point is evidence, that is, how to prove that your product has the above characteristics and advantages and can bring such benefits. These evidences can be certificates, or from other customers who have purchased and confirmed that they have enjoyed these benefits, such as the above-mentioned new materials, the praise of old customers, past cases and so on.
These four points can be connected in series to establish a good relationship between their products and customers' needs. "The product has the characteristics of …, so it has the advantages of …, and can bring the benefits of … and the proof of …". So, when the product can meet the needs of customers, what reason does he have to refuse?