How a lost Panda explains benefits over features

In banks and credit unions, we spend a lot of time talking about why it’s important for staff to discuss products and services more in terms of benefits than features.

Features are easy. Features are the bullet points inside brochures that describe the different elements of, say, a checking account. Features are readable. Features are also, frankly, boring. The vast majority of consumers simply don’t emotionallyrelate to features. Benefits, however are entirely different.

Stated simply: features tell while benefits sell.

A new commercial from Tile absolutely nails this concept.

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