四两询盘转化大师课程Features和Benefits：避免外贸B2B独立站文案陷入自嗨模式
不要说你的产品有什么功能（features），而要说能给客气带来什么好处（benefits）！只有当客户觉得能给自己带来好处的时候，才能建立产品同自己的关联，才会有动力耐心认真阅读。
我经常在跟做外贸B2B独立站的老板和运营同学说：当你在网站上展示内容时（特别是产品方面的内容），一定要不要只会写一大堆Features，还要会写Benefits。
但我发现很多人听完后似懂非懂的，或者他们理解了，但实际操作出来的结果却是不正确。
你花2分钟先好好看看下面的2个配图，并且理解它的深层内涵，如果你一眼就秒懂，就可以忽略这节课程；如果你觉得不是太明白，那么这节课一定要好好学习。
01
“功能Features”和”好处Benefits”的区别是什么？
Benefits和Features 的本质区别在于，Features 是你的产品能提供什么功能，Benefits是从客户的角度来能给他们带来什么好处或体验。
在外贸B2B独立站的文案中：
- 如果是在一些重要的地方
不要说你的产品有什么功能（features），只要说能为客户带来什么好处（benefits） - 如果是在一些普通的地方
除了要说你的产品有什么功能（features），还要说能为客户带来什么好处（benefits）
只有当访客看到能给自己带来好处的时候，才能把产品和自己的发生关联，也才会有动力和耐心继续浏览。
Features是功能型表述，Benefits是好处型表述。先举个例子来感受一下：
功能型表述
We are a professional kid’s toy factory in China and have been manufacturing toys for many years with good quality and reasonable prices. Therefore, we have a lot of experiences and we are specialized in producing more than 400 kinds of products.
好处型表述
You could select from an abundant varieties of good quality kid’s toys from our reliable factory at very reasonable prices.
可以感觉出来区别吗？
- 第一种表述基本是介绍我们产品如何如何，那些都是事实，但却很难让客户建立同你的联系，因为只是单向的陈述你的产品能提供什么功能及你的公司多么厉害，这不是一个有效的对话
- 第二种表述把给客户的利益直接点出来，同时也顺带把自己的优势体现出来，你是客户的角度来能给他们带来什么好处
再举一个非外贸行业的例子来让你感受一下：假设你正在买一个数字成像的软件，你选择了两个潜在客户群：
- 摄影发烧友
- 摄影工作室
功能型表述
We’ve came up with a digital imaging software that makes processing photos faster. It offers a full range of functions within a simple interface.
好处型表述（对摄影发烧友）
I bet you’d rather spend your time taking some new pictures than struggling with a complex software to process the ones that you already took. That’s why I thought you may want to check an alternative for digital imaging that provides all necessary tools within a single screen. No more going through longish tutorials to achieve the effect you need for your perfect picture.
好处型表述（对摄影工作室）
I know processing photos takes a lot of time, especially using a complex software with many hidden functions. That’s why we came up with an alternative in which you can access all tools from a single screen, so that professionals like you could spend less time processing their photos and have more time for new interesting projects.
这个例子说明你其实不需要列出产品的功能来告诉你的潜在客户它是什么。他们需要的不是功能，而是可以在生活（发烧友）和工作（工作室）中带给他们实际的好处。
所以在介绍你的产品时，最重要的是知道：客户不关心你的产品可以做什么，他们只关心它能为他们做些什么。如果再用一张图片来说明就是：
02
如何让你的外贸B2B独立站的文案避免陷入“自嗨”怪圈
当你知道了Features和 Benefits的区别后，你就明白什么是自嗨型文案，即一种完全沉浸在自我介绍的自嗨状态。
接着上面的例子，一个做玩具的业务在外贸独立站的文案中不用一直提及产品质量如何好，品种多么齐全，价格多么碾压同行，符合多少种行业标准，等等。这些事实都没有错，但问题他们对可以从中获得什么好处还不清楚。
外贸B2B独立站的文案的目的不是单向的把你的公司/产品/服务一股脑地告诉客户，而是要从他的角度告诉他你的这些优势会怎么转变成他的利益。
你需要明白独立站的文案不是絮絮叨叨地介绍自己是谁/来自哪里/公司如何（这些固然很重要，但不能只说这些），然后自以为客户看了以后会非常感动，立马联系你。商业世界讲的是理论，正所谓无利不起早。
这些道理不不仅在外贸B2B独立站上适用，在任何行业上都适用。所以一个优秀的销售员，要和客户交谈的是他的“心”，而不是他的“脑袋”，而你对于外贸B2B独立站的最终目标是把它培养成你的顶级业务员，参考下面这个课程：
所以，当你在独立站上写内容的时候，认真地问自己这几个重要的问题：
- 客户是否因你的产品，获得更多的利润、更好的服务、更多的便利？
- 如果客户选择你的产品，他可能会错过什么？
- 有什么理由让客户感觉选择你会让他们觉得很值？
当你回答完以上问题，你就知道如何引导客户从Features转向Benifts。
尽管你还是会去说你产品那些非常厉害的特性，但永远要将客户关切的利益放在最重要的位置上。当你持续的将客户的感受放在第一位，久而久之，你就会建立起一套自己在独立站文案上的手感，那将带给你丰厚的回报。
03
101个产品实例来告诉你Features和Benefits的区别
没有人想买菠菜，人们想要的只是力量、活力、问题得到解决。
如果你发现这些新观点让你感到压力和不适应，那其实是一件好事。很多老板都需要去改变从“功能”到“好处”的转变，这非常不容易。
希望下面这些例子给你一些灵感（或许正好有你的产品或品类）：
101个产品实例的功能和优点对比
| 产品/服务 | Feature | Benefit | 最终的用于销售的信息 |
| Mobile phone | Integrated email application. | Check your emails wherever you are. | Check your emails wherever you are. 无论你在哪里，都可以检查你的电子邮件。 |
| Computer | 64 GB hard drive. | Integrate a large amount of software and store a large number of files. | Integrate a large amount of software and store a large number of files. 集成大量软件并存储大量文件。 |
| Insurance | Flexible maturity date. | You can choose an insurance maturity date that meets your needs. | You can choose an insurance maturity date that meets your needs. 你可以选择一个符合你需求的保险到期日。 |
| Insurance | 100 investment funds available. | Many different investment options to choose from. | Many different investment options to choose from. 许多不同的投资选项可供选择。 |
| Software | An advanced application that can handle multiple users concurrently. | Managers throughout the organization can connect to a common platform to share information. | Managers throughout the organization can connect to a common platform to share information. 组织内的管理者可以连接到一个共同平台上分享信息。 |
| Vehicle | Automatic safety restraint system, and both front- and side-impact airbags. | Enhanced safety features. | Enhanced safety features. 增强的安全功能。 |
| Law firm | A small law firm that offers personalized customer service. | One-on-one attention. | One-on-one attention. 一对一的关注。 |
| Financial reporting software | One-click financial reports. | Quick and easy access to financial information. | Quick and easy access to financial information. 快速且简便地获取财务信息。 |
| Retail store | Open 24 hours. | Buy products at any time. | Buy products at any time. 随时购买产品。 |
| Toy | Batteries included. | Product is ready to use. | Product is ready to use. 产品即买即用。 |
| Software | Custom programs. | Programs that are designed specifically for the user. | Programs that are designed specifically for the user. 专为用户设计的程序。 |
| Grocery store | Free home delivery. | Save time by not having to visit the store. | Save time by not having to visit the store. 无需亲自去店里可节省时间。 |
| Fitness video | A complete list of cardio and strength exercises that take just five minutes to execute. | Detailed fitness video with quick and simple exercises. | Detailed fitness video with quick and simple exercises. 包含快速简单练习的详细健身视频。 |
| Baby shower eBook | A detailed guide to baby showers that contains 169 pages of unique content. | Comprehensive guide to baby showers that you won’t find elsewhere. | Comprehensive guide to baby showers that you won’t find elsewhere. 全面的婴儿洗澡指南，你在别处找不到。 |
| Software | A state-of-the-art artificial intelligence algorithm. | A user experience that is adapted to your needs. | A user experience that is adapted to your needs. 根据您的需求调整的用户体验。 |
| Office chair | Pneumatic seat height adjustment that has been designed by ergonomic experts. | Sit correctly at your desk. Change the chair settings to suit your posture and height. | Sit correctly at your desk. Change the chair settings to suit your posture and height. 在办公桌前坐姿正确。调整椅子设置以适应你的姿势和身高。 |
| Childcare center | Open from 07:00 to 20:00. | Open from early in the morning until late at night. | Open from early in the morning until late at night. 从清晨到深夜都开放。 |
| Indoor soft play area | Fully licensed play center. | Registered and assessed play center. | Registered and assessed play center. 注册并评估的游乐中心。 |
| Mobile phone | Battery pack with 1000 mAh capacity. | Powerful, long-lasting battery. | Powerful, long-lasting battery. 强大的长效电池。 |
| Yoghurt | High-protein Greek yogurt. | Healthy and nutritious. | Healthy and nutritious. 健康且营养。 |
| Airline loyalty program | Every new customer will receive 25,000 bonus air miles. | Earn free air miles simply by creating a new membership account. | Earn free air miles simply by creating a new membership account. 仅通过创建新的会员账户即可赚取免费航空里程。 |
| Hosting platform | State-of-the-art hosting software that can handle multiple core structures of data. | Stable hosting software that can meet high-volume demands. | Stable hosting software that can meet high-volume demands. 可满足大量需求的稳定托管软件。 |
| Web analytics software | Our software can identify traffic from seven different sources. | Identify where visitors to your website are coming from. | Identify where visitors to your website are coming from. 确定访问您网站的访客来源。 |
| Heater | Integrated timer. | Set the timer on your heater so that it comes on at a time to suit you. | Set the timer on your heater so that it comes on at a time to suit you. 设置加热器的定时器，使其在适合您的时间开启。 |
| Slimming underwear | Shaping Lycra panels. | Underwear that will smooth the bulge and slim your silhouette. | Underwear that will smooth the bulge and slim your silhouette. 可以平滑凸起和修饰体形的内衣。 |
| Freelancer portal | Over 100 freelancers available. | Access to a large pool of resource. | Access to a large pool of resource. 可访问大量资源。 |
| Internet service | Seven megabyte-per-second download speed. | Download files quickly and easily. | Download files quickly and easily. 快速轻松地下载文件。 |
| Vehicle | Four-wheel drive truck. | Suitable for all terrains. | Suitable for all terrains. 适用于所有地形。 |
| Vehicle | More miles per gallon. | Your gas will go further. | Your gas will go further. 你的燃气使用更加经济。 |
| Camera | 25x wide-angle lightweight NIKKOR glass lens | High quality, easily transportable lens. | High quality, easily transportable lens. 高品质，便于携带的镜头。 |
| Cookery school | Watch a chef in action in our live kitchen. | Learn how to create a delicious dessert by watching an expert at work. | Learn how to create a delicious dessert by watching an expert at work. 观看专家操作，学习如何制作美味的甜点。 |
| Toothbrush | Battery-powered toothbrush that removes up to 99% of plaque. | Removes more plaque from your teeth than a regular toothbrush. | Removes more plaque from your teeth than a regular toothbrush. 比普通牙刷去除更多牙菌斑。 |
| Telemarketing Software | Wordless typing software. | Type keywords and sentences using a basic function key. | Type keywords and sentences using a basic function key. 使用基本功能键输入关键词和句子。 |
| Corporate lawyer | Expert in business law. | The advice you need to ensure your business operates legally. | The advice you need to ensure your business operates legally. 确保您的业务合法运营所需的建议。 |
| Gym | Modern, state-of-the-art equipment. | Up-to-date technology that can optimize your workout. | Up-to-date technology that can optimize your workout. 最新技术，可优化您的锻炼。 |
| Online training | We offer over 350 different online courses. | There is a wide variety of choice of online course. | There is a wide variety of choice of online course. 在线课程选择种类繁多。 |
| Electronic lock | Biometric lock. | Keyless access. | Keyless access. 无需钥匙即可进入。 |
| Baby gifts | Hand-painted personalized piggy bank. | A one-of-a-kind gift for baby. | A one-of-a-kind gift for baby. 独一无二的婴儿礼物。 |
| Photo album | Deluxe bonded leather with rounded corners. | A high-quality photo album. | A high-quality photo album. 高质量的相册。 |
| Chiropractor | Ten-minute posture evaluation. | A quick, personalized evaluation of your condition. | A quick, personalized evaluation of your condition. 快速的个性化状况评估。 |
| Bicycle | 21-pound titanium frame. | Lightweight frame that makes riding your bike easier. | Lightweight frame that makes riding your bike easier. 轻巧的自行车框架，使骑行更加轻松。 |
| IT support | On-call software experts. | Instant access to expertise. | Instant access to expertise. 即时获取专业知识。 |
| Personal trainer | I know the shortcuts to creating muscle definition. | You can get into shape and improve your body quickly and easily. | You can get into shape and improve your body quickly and easily. 你可以快速轻松地塑形和改善身体。 |
| Realtor | I have over 20 years experience selling houses in the neighborhood. | You can benefit from expert knowledge of the neighborhood and what sells. | You can benefit from expert knowledge of the neighborhood and what sells. 你可以从对邻里和销售情况的专家知识中受益。 |
| Copywriting | Search engine optimized content. | Website content that appeals to the search engines. | Website content that appeals to the search engines. 吸引搜索引擎的网站内容。 |
| Sleeping bag | Two-inch insulation layer. | Stay warm all night. | Stay warm all night. 整夜保持温暖。 |
| Salad bar | Over 65 different sauces and dressings. | Plenty of choices to liven up a salad. | Plenty of choices to liven up a salad. 丰富的选择使沙拉更加美味。 |
| Insurance broker | Over 35 years of experience. | Knowledgeable and experienced team of experts. | Knowledgeable and experienced team of experts. 知识渊博、经验丰富的专家团队。 |
| Computer store | We carry all makes and models. | Store where you can shop for all major brands in one visit. | Store where you can shop for all major brands in one visit. 一次性购买所有主要品牌的商店。 |
| Project management software | Task planner. | Automates the difficult process of planning tasks. | Automates the difficult process of planning tasks. 自动化任务规划的困难过程。 |
| Digital marketer | An expert in social media management. | Access to proven techniques to manage social media channels. | Access to proven techniques to manage social media channels. 掌握管理社交媒体渠道的验证技巧。 |
| Shampoo | Contains panthenol, a provitamin of B5. | Moisturizing shampoo that makes hair appear shiny. | Moisturizing shampoo that makes hair appear shiny. 使头发看起来有光泽的保湿洗发水。 |
| Alarm clock | Two different alarm timers for weekday and weekends. | Set the alarm for a different time on weekdays than on weekends. | Set the alarm for a different time on weekdays than on weekends. 在工作日和周末设定不同时间的闹钟。 |
| Camper van | Fiberglass exterior. | Weatherproof, easy to clean exterior. | Weatherproof, easy to clean exterior. 防风雨、易于清洁的外观。 |
| Diet cola | Zero calories. | Low-calorie version of your favorite drink. | Low-calorie version of your favorite drink. 你最喜欢的饮料的低卡路里版本。 |
| iPad | Retina display. | High pixel density. | High pixel density. 高像素密度。 |
| Dry cleaners | On-site dry cleaning services. | Faster turnaround. | Faster turnaround. 更快的周转时间。 |
| GPS Bike Computer | Integrated cadence sensor | Ability to measure the average cadence of your cycling session. | Ability to measure the average cadence of your cycling session. 能够测量你骑行过程中的平均节奏。 |
| Meditation app | Step-by-step Introduction to meditation. | Learn how to meditate and de-stress in a straightforward manner. | Learn how to meditate and de-stress in a straightforward manner. 以直接的方式学习如何冥想和减压。 |
| Home workout program | 25 extreme workouts. | Complete high-intensity workouts in the comfort of your home. | Complete high-intensity workouts in the comfort of your home. 在家中舒适地完成高强度训练。 |
| Laptop | Portable. | Use your laptop while you travel. | Use your laptop while you travel. 旅行时使用你的笔记本电脑。 |
| Floor cleaner | Kills 99.9% of all known germs. | Effectively removes the majority of known germs and bacteria. | Effectively removes the majority of known germs and bacteria. 有效去除大多数已知的细菌和病菌。 |
| Sports shoes | Higher cut for better ankle support. | Less chance of sustaining an ankle injury. | Less chance of sustaining an ankle injury. 减少踝部受伤的机会。 |
| Hiking boot | Antimicrobial mesh lining. | Prevents and deodorizes nasty odors. | Prevents and deodorizes nasty odors. 预防并去除难闻的气味。 |
| Real estate | Integrated air conditioning throughout. | Cooler home in the hotter summer months. | Cooler home in the hotter summer months. 在炎热的夏季让家更凉爽。 |
| Car insurance | No-claims protection | You will not lose your no-claims discount if you have a car accident. | You will not lose your no-claims discount if you have a car accident. 如果你发生车祸，你的无索赔折扣不会丧失。 |
| Washing machine | High load capacity. | Wash a large number of items at once. | Wash a large number of items at once. 一次洗涤大量物品。 |
| Proofreading services | Available 24/7. | Services available at any time of day or night. | Services available at any time of day or night. 全天候服务。 |
| Oven | Pre-programmed recipe settings. | Cooking times and temperatures tailored to different dishes. | Cooking times and temperatures tailored to different dishes. 根据不同菜肴定制的烹饪时间和温度。 |
| Footwear | Lined with Merino sheepskin. | High-quality, luxury interior. | High-quality, luxury interior. 高品质的豪华内饰。 |
| Dating service | 35-dimension compatibility matching system. | Find potential partners who are suitable for you with minimum effort. | Find potential partners who are suitable for you with minimum effort. 轻松找到适合你的潜在伙伴。 |
| Camera | Two-year warranty. | Guaranteed product will be replaced or repaired if it develops a fault within the first two years. | Guaranteed product will be replaced or repaired if it develops a fault within the first two years. 保证产品在前两年出现故障时将被更换或修理。 |
| Vacuum cleaner | Refillable floral scented filters. | Make the room smell nice as you vacuum. | Make the room smell nice as you vacuum. 吸尘时让房间闻起来很香。 |
| Hotel | Located next to business district. | Travel from the hotel to your business meeting in minutes. | Travel from the hotel to your business meeting in minutes. 几分钟内从酒店到达你的商务会议地点。 |
| Hotel | Late check out. | No rush to check out by a set time. | No rush to check out by a set time. 没有严格的退房时间限制。 |
| Business card printer | 101 professional design templates. | Selection of ready-made, professional templates to choose from. | Selection of ready-made, professional templates to choose from. 可供选择的现成专业模板。 |
| Life coach | Expert guidance to help you reach your short- and long-term goals. | Mentoring that will help you to understand what you want out of life and how you can achieve your aspirations. | Mentoring that will help you to understand what you want out of life and how you can achieve your aspirations. 指导帮助你理解生活中的愿望及如何实现你的抱负。 |
| Recruitment service | Job-candidate matching service. | Target the right candidates quickly. | Target the right candidates quickly. 快速定位合适的候选人。 |
| Toothpaste | Removes 80% of surface stains. | Get whiter teeth. | Get whiter teeth. 获得更白的牙齿。 |
| Watch | Sapphire-crystal case back with alligator leather strap. | Durable, high-quality watch. | Durable, high-quality watch. 耐用的高质量手表。 |
| Web design service | Professional website design. | Create a positive first impression for your business. | Create a positive first impression for your business. 为你的业务创造积极的第一印象。 |
| Weight loss system | 15 easy-to-prepare meals that taste great. | Diet food that isn’t tasteless. | Diet food that isn’t tasteless. 不索然的节食食品。 |
| Laminate flooring | Grove click installation system. | Click to assemble without nails or glue. | Click to assemble without nails or glue. 无需钉子或胶水即可点击组装。 |
| Copywriting services | Copywriting plans to suit all budgets. | Services tailored to the customer’s needs and budget. | Services tailored to the customer’s needs and budget. 根据客户的需求和预算量身定制的服务。 |
| Content management system | Drag and drop content management system. | Create a website design quickly and easily. | Create a website design quickly and easily. 快速轻松地创建网站设计。 |
| Monitor screen | Anti-glare technology. | Reduced reflection. | Reduced reflection. 减少反射。 |
| Photocopier | Copy speed of 80 items per minute. | Less time waiting for copies. | Less time waiting for copies. 减少等待复印的时间。 |
| Mountain bike | Bontrager G4 Team Issue Tyres. | Downhill tire designed for aggressive riding. | Downhill tire designed for aggressive riding. 为激进骑行设计的下坡轮胎。 |
| Language teaching application | Learn the 90 most practical English verbs. | Learn vocabulary that will actually be useful when conversing in English. | Learn vocabulary that will actually be useful when conversing in English. 学习在英语交谈中实际有用的词汇。 |
| Financial accounting software | Automated bank feeds. | Software receives all your transaction details automatically without any manual input. | Software receives all your transaction details automatically without any manual input. 软件自动接收所有交易详情，无需手动输入。 |
| Banking services | Free unlimited email support. | Get access to help without having to pick up the phone. | Get access to help without having to pick up the phone. 无需拿起电话即可获得帮助。 |
| Vehicle | Heated leather seats | Quickly warm the car on cold days. | Quickly warm the car on cold days. 在寒冷的日子里快速暖车。 |
| Orthodontic braces | Clear aligners | No need to wear unsightly metal braces. | No need to wear unsightly metal braces. 无需佩戴难看的金属牙套。 |
| Electric shaver | Multi-flex 3D head | Shaver that follows the contours of the face. | Shaver that follows the contours of the face. 贴合面部轮廓的剃须刀。 |
| Tissues | Infused with protective balm. | Protects your nose during multiple uses. | Protects your nose during multiple uses. 在多次使用中保护你的鼻子。 |
| Recipe Book | Simple three-step recipes. | Meals that are easy to prepare. | Meals that are easy to prepare. 易于准备的餐食。 |
| Electric bike | Intuitive system integrates with your motion. | Makes pedaling easier and more efficient. | Makes pedaling easier and more efficient. 使踏脚更轻松、更高效。 |
| Diapers | Wetness indicator. | Know when your baby’s diaper needs changing. | Know when your baby’s diaper needs changing. 知道何时需要更换宝宝的尿布。 |
| Dog food | Formulated to meet established canine nutritional requirements. | All the nutrients your dog needs to live a healthy life. | All the nutrients your dog needs to live a healthy life. 狗狗健康生活所需的所有营养素。 |
| Headphones | Noise canceling functionality. | Listen to music with no interference from outside sounds. | Listen to music with no interference from outside sounds. 无外界声音干扰地聆听音乐。 |
| Food delivery service | Express delivery in under 30 minutes. | Get food delivered to your door within a short period. | Get food delivered to your door within a short period. 在短时间内将食物送达您的门口。 |
04
总结
最后，再看看下面这张图，然后记住这句话 sell the result, not the product
Hi, 我是Ben，四两创始人。如果你有问题，欢迎在页面底部的评论区提问或交流，也可以在四两VIP的微信群跟我和大家沟通。
另外，我会不定期更新和优化这节课，欢迎再次回来学习和复习。
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