Key Benefits

Many brands make the mistake of listing every benefit they have, but research conducted over multiple decades by companies like Procter and Gamble found that if you list more than 3 benefits the effectiveness of your marketing drops off dramatically. There are 3 types of benefits
you need to incorporate in your marketing strategy: Functional, Economic, and Emotional.

Functional benefits describe what your product or service does for your customers. These are your offering’s attributes, or “the job to be done.”

Economic benefits describe what your product or service means to your customers in terms of time or money. Economic benefits are how your customers rationalize the purchase. They appeal to the head.

Emotional benefits describe the way your product or service makes the customer feel. That’s what customers are really buying, and that’s where your true marketing power lies. Customers buy with the heart, then they rationalize the purchase with the head. Customers use emotional benefits to make a purchase and then justify their purchase with economic benefits.