If there’s one thing that confuses and frustrates new (and even seasoned) copywriters it’s the not-always-obvious features and benefits.
We want to share all the great things about our new product, so we say things like:
- Easy to install
- Includes manuals
- Members’ only discounts
While these are all good points, they’re pretty bland. That’s because they’re features, not benefits. They tell us about the program but not why we should buy it.
Benefits, on the other hand, tell us the “so what” of features.
“Easy to install.” So what? Why should your reader care?
- Because she’s busy and needs to work on her own schedule, not yours.
- Because she’s already installed shorter, less comprehensive products and needs more in-depth information.
- Because she prefers to do it on her own, not in a group.
“Includes manuals.” So what? What are the benefits of manual?
- Your client can put what she gets into action with manuals.
- She can get her specific questions answered it the manuals.
- She can work through complex issues with the help of the manual.
As you can see, benefits go much further than simple attributes, such as length and format. They show your prospective client not only what’s in the program, but why the product is exactly right for her, at this specific moment in her life and career.
Features and benefits work together in sales copy as two halves of a statement, like this:
“Easy to install product so you can start using it at your own pace, when it’s convenient for you.”
In fact, this powerful feature/benefit combo is often the basis for the bullet points you see in sales copy, and the format of them makes them easy to write, too.
Simply list all the features of your product, then for each one, ask yourself “Why?” Why should the reader care? But don’t stop there. Dig deeper to uncover “the why behind the why” and you’ll soon be crafting truly irresistible sales pages that convert far better than you expect. In the above example, the why behind the why might be, “so you don’t have to spend family time on webinars that have been scheduled to benefit someone else.”
Now not only is your prospective client working at her own pace, but she’s also freeing up time to spend with her family. That’s a great benefit she won’t find with most products or services.
It’s easy to list all the features of your product, but far more difficult to uncover the benefits that will drive sales. When you truly understand the difference though, it will become easier, and your sales will reflect the change in your copy.
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