Listing benefits

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Description | Example | Discussion | See also

Description

When listing benefits to customers, list only about five benefits. Make sure they all count, and that the first and last benefits listed are very strong.

Example

This car has built-in navigation, ultrapower steering, kinetic braking, dynamic air-conditioning and personality configuration. Nobody else provides such a complete package!

Discussion

Too few benefits and customers may think the product is not that valuable. Too many, however, and they easily get overwhelmed and may forget the key benefits. They may also dwell on weaker 'benefits' that actually give them little value.

Given a list, we particularly remember first items (Primacy Effect) and the last items (Recency Effect), so it is important to make these count.

Research has shown that the optimum number of benefits to list is five. We have seven short-term memory