It’s a mantra that has been firmly implanted into the consciousness of every online copywriter: you must highlight your product’s benefits rather than just list its features.
But what’s the difference between a feature and a benefit? And how do we, as writers, know what a product’s benefits really are?
The first question is easy to answer. A feature is either a specification, or a description or something the product does; a benefit is something the customer gains, the payoff.
For example, a razor may “feature” a blade that’s just 0.3mm thick and sharpened with .15 micron diamond dust. To some customers, this will be important. But to most, it’ll be meaningless. They’ll want to know the benefit. They’ll want to know that their face will be baby-butt smooth… and will stay that way at least 5 hours longer than with a standard razor. “If you have a hot date after work, you won’t need to shave again.” Now that’s a payoff!
The second question is tougher to answer. How do we, as writers, know what a product’s important benefits are?
Here’s a list of questions to ask yourself:
Ask yourself the above questions, and you’ll be much better equipped to communicate emotionally with your readers… and to explain how the product will improve their lives.
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