Features & Benefits
Here are some example ways to turn the features into benefits by asking so
what, who cares, which means… (and using the word ‘you’).
Comments are shown in blue.
Feature
Camberwick Green is a pretty little
village
The reason for the vacancy is internal
promotion
Fast-moving business unit
Global FTSE 250 listed company
Friendly team of 15
We are proud to have won awards
Support the sales team
Graduate or graduate-calibre
2 to 4 years’ experience
Salesforce experience is beneficial
Benefit
Your desk has a lovely view
overlooking the duck pond
This could not only be your next job,
but the one after that as well
With lots of things changing all the
time you’ll never be bored
It’s an employer that will look good on
your CV (and you might even get
worldwide travel opportunities)
You’ll sit among experienced people
who can help with any questions you
may have
This fails the ‘who cares’ test. People
don’t care how proud you are. They
probably only care about awards if
they will be attending the ceremony.
They’ll do the tedious cold calling.
You’ll do the admin to support them.
This covers almost everyone so
there’s no point in saying it. If you are
looking for a graduate, try something
like “You’ll build on your degree by...”
You’d probably prefer a person with
1.5 years’ experience and a great
attitude to one with 5 years’
experience but no personality. If you
get a brief asking you to specify years,
ask why… then write about that.
If you already know your way around
Salesforce, you’ll feel comfortable
right away. If not, we’ll train you.
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