In promotional writing, it is important to inform readers what’s great about your products and services, but you also need to let them know how those characteristics will make their lives better. The things that are great about your products and services are generally referred to as features, while how they will make customers’ lives better are known as benefits. Many sources will tell you it is important to focus primarily on benefits. My advice is to include a mix of features and benefits in your copy. Here’s how to do it:
Remember Why People Buy
In my recent post about emotional copywriting, I mentioned how people base buying decisions on emotion, and back those decisions up with logic. Take this into consideration when writing about features and benefits. Start with benefits (e.g. customers will experience less fatigue, leading to greater efficiency when they use your ergonomic keyboard) and follow with features (e.g. unique curved design) to support readers’ thought process.
Understand Features
Features are intrinsic characteristics of your product or service. Features are about you. Here are some examples:
- Indicator light
- A cookie included with each delivery
- Exercise room on the premises
- Lightweight
- Open at 7:00 am
- Free consultation with every service
Understand Benefits
Benefits are results that will make your customers happier, healthier, or wealthier. Benefits are about them. Here are some examples:
- Increased revenues
- Greater flexibility
- Ability to sleep
- More time to spend with your kids
- Fewer hours spent in meetings
- No missed calls
Turn Features Into Benefits
Generally, people are very familiar with their products and services, and are more comfortable identifying them than benefits. That’s OK, but you’ll need to learn how to generate benefits as well. To turn a feature into a benefit, try the “so what” trick. Say your feature is “My toaster oven has three different settings.” Now, ask, “So what?” Say your answer is, “Food is cooked perfectly every time.” There’s your benefit!
Ask What Problem It Solves
One way to generate BOTH features and benefits is to ask what problem your product or service solves–and how it solves that problem. For example, trail running shoes solve the problem of trail runners not having anywhere to put their keys. How? With a key pocket right in the shoe. Feature: key pocket. Benefit: hands free running.
What are the features and benefits of your product or service? Let us know in the comments!
About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.
Need assistance developing features and benefits? Karen can help! Click here for contact info.
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Well said. I love the tip about asking “So what?” when looking for benefits. If there is no benefit to a given feature, consider eliminating that feature, aside from within the product description, when writing copy about the product. This way your client’s customers will truly connect with your writing while still reading about all features within the product description.
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Karen Marcus Reply:
November 22nd, 2010 at 3:58 pm
Thanks, Scott. I appreciate your suggestion, too: If your feature can’t be “benefitized,” then maybe it’s best to leave it for the data sheet!
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