What is the EFU model?
The EFU model consists in its simplicity of 3 parts: Feature, Advantage and Benefit, and is a model that helps salespeople and marketers sell their products. The model helps salespeople and marketers understand and focus on the simple mindset: "what value does this product bring to the customer's life" rather than simply describing the product and its features.
What is the EFU model used for?
The EFU model is used to translate product features into benefits through its 3 parts:
- F: Feature: What are the product's features?
- A: Advantage: What is the advantage of this product?
- B: Benefit: What is the benefit (from the customer's perspective) of this product?
This is essential to master when selling a product. As human beings, we always want and expect to see the value of our investment rather than focusing on what the individual investment is.
The same applies to your products; whether it is a complex product or service in the B2B market or the products in your webshop (B2C), the customer needs to see and understand the ultimate benefit of your product — not just its features and advantages.
How to use the EFU (or BAF) model in practice
The EFU model is, in practical terms, a tool to help you formulate and focus on the benefit of your product or service. It is an effective tool regardless of the industry or target audience you are addressing.
You use the model by remembering and ensuring that all 3 parts of the EFU model are included in your "sales pitch", while always focusing on translating features and advantages into the benefit for the customer.
And that applies whether it is a physical sales pitch, persuasive copy on a website, a newsletter, a blog, or anything else entirely.
Capture your customer's attention with BAF
As long as you ensure that all 3 parts are included and that you focus on benefit rather than features and advantages, you can use the 3 parts of the model as you wish and in any order you prefer.
If your primary goal is to capture the customer's attention and interest in a brief moment, you should reverse the EFU model so that it becomes: the BAF model. That is, the first thing you highlight is the benefit, then advantages and features, once you have the customer's attention.
Remember: in the end, this is what the customer is interested in and needs to understand before they will even consider your product.
EFU Model Examples
Below are a few examples of the EFU model and how its 3 parts are translated and applied to specific products:
#1 Example: Antivirus software for computers
Feature: Software that prevents viruses and malware from infecting your computer and can also clean your computer if it happens anyway.
Advantage: The software helps you avoid viruses as much as possible and assists you if you get one anyway.
Benefit: Be free from worries about viruses and the lifespan of your computer. Use your computer safely and without concern.
#2 Example: A Hästens bed
Feature: Bed produced exclusively from the purest natural materials and Nordic forests.
Advantage: Properly ventilated support, excellent comfort, and eco-friendly materials close to your body.
Benefit: Sleep like a dream in a bed unlike any other on the market!
#3 Example: Social media advertising
Feature: Ads on social media, getting your desired message in front of potential customers.
Advantage: Potential customers see your ads and click through to your website.
Benefit: A better bottom line and higher revenue!
Shall we have a conversation about how you can use the EFU model?
The EFU model is a tried-and-tested, effective model that forms the foundation of the most fundamental aspects of sales and marketing.
It can and should be incorporated and considered in everything from your daily sales meetings to your product descriptions on your website and the newsletters you send to your customers and prospects.
Want to learn how to apply the EFU model in your marketing?
Call us on 30 12 42 72 for a no-obligation chat.
