Benefits Vs. Features in Your Copywriting…
February 13th, 2008 Dina at Wordfeeder.comHow Knowing the Difference can Increase Your Sales
People don’t normally buy products based solely on technical specs and data unless they’re working in R&D labs or in some other science based environments. The fact is that most people buy based on emotion and then rationalize their purchases using logic.
That’s why it’s not enough for you to simply spout off the features of what you’re offering - you have to give customers a benefit that they can clearly embrace and understand.
The Difference Between Features and Benefits
Suppose I’m selling cars and I tell you that a particular model has a 4.0 liter, fuel-injected, 16-valve engine. That’s a feature. It gives solid information, but most people aren’t technically minded, so it’s lost on them.
The trick is to follow up that feature with a benefit. Instead, I’d tell them the specs of the engine, and qualify it by saying, “Which means you can quickly pull in and out of tight traffic situations.” Anyone who’s tried to merge into freeway traffic with an under performing car can appreciate that.
Using the car example again I might tell you that the vehicle has a tough, corrosion-resistant, polycarbonate/Fiberglass shell. That’s another feature. The benefit to the customer is that they’ll save a ton of money in body maintenance costs for as long as they own the car. You could even add that it’s lightweight, which saves money at the gas pump - definitely important to people in today’s economy.
Regardless of what you’re offering, most people want to know how it’s going to make their lives better. It’s okay to throw technical information and other hard data at your customers, but make sure to back it up with plenty of benefits so they can see exactly why they should buy.
Get your benefit-driven ad copy from Wordfeeder.com today. Contact us for a project quote.
Popularity: 11% [?]
Email Dina@Wordfeeder.com for a copywriting or website marketing quote today.
Comments are closed.
