Understanding the difference between benefits and features can help you choose the right strategy to apply in your sales copy.
We see advertisements everyday. But a few advertisements really stick with us..
Have you wondered what made it stand out among all these other ads?
It was most probably benefit-focused rather than feature-focused.
While features are a strong selling point, it’s the benefits of a product that take the crown in most cases. Because features are written with the product in mind whereas the benefits are written with the customer in mind.
So the question arises…
Is listing the features alone enough to make a sale?
Benefits vs. Features
Let’s understand with an example.
When you’re browsing for a new phone, and you come across…
Get 12GB RAM with 128GB Storage with SD card slot and a 52MP Selfie Camera with Night Vision on the new XYZ phone.
Does that really convince you to buy a new phone while you have one that’s working just fine?
Maybe. But not enough to replace an existing device right away, right?
On the other hand, what if you sold the same phone by changing the narrative a little bit..
“Never a dull moment with 12GB RAM. Take guilt-free snaps of your favorite concert with 128GB storage.
Make vivid memories with a 52MP Selfie Camera that captures everything you see – whether it’s light or dark.”
Doesn’t this sound more exciting?
(I felt the excitement too!)
This is the difference between features and benefits of a product.
Why Benefits over Features?
In Copywriting, there are two types of approaches you can make with your product.
That is by listing:
The first statement in the above example lists the features of the new phone. It lists the specifications that show how powerful the product is.
And just below, I’ve written a magical description of the same product and it makes the offer look more impactful and promising.
What made it unique?
This time, I was talking about the benefits of the product. My focus remained on how the product was going to impact lives.
The second statement makes it super convincing to trust and buy the product without a doubt. Because listing the benefits gave life to the features of the product – hence gave life to the offer.
The harsh truth about buying behaviors
Consumers want to know “what’s in it for me?”
They honestly don’t care about who you are or what your product is.
No, believe me. They really don’t care.
Buying is an emotional decision.
You buy something you already have when it tingles your emotions.
Okay, let’s get a little personal. Why do we keep buying coffee mugs? Because it’s definitely an emotional decision. You want it because it looks pretty. But also sturdy and has a unique lid that will keep your coffee warm.
So along with features, it’s the benefits that sell the product.
To sum up, you can understand this as benefits being an impulse to buy and features being the logical reason to support that emotional purchase.
Think Consumer-oriented Benefits
You don’t sell what you wouldn’t buy. So always think from the side of your customer.
Is there enough information for the customer to buy from you?
Do they know what to do with your product?
When you elaborate on the benefits more than features, you are more likely to convert a lead.
Because you could invent a mind-blowing product that can change the world, but no one’s gonna pay attention till they don’t know what to do with it and how it can transform their lives.
So as a copywriter, it is your job to find a unique story to tell. Every product has one. You just need to find it.
Your key takeaway from this must be: Focusing more on benefits is a more customer-oriented approach that can ultimately boost sales.
Features are for the mind and benefits are for the heart. Make your way to both of them and you will get the sale.
What is your opinion on this? Are you Team Features or Team Benefits?
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