If you’re a copywriter, you know how important words are. Actually, the same goes for the consumer. Words are extremely important to potential customers. Words sell. Features and benefits are both essential parts of marketing content. Consumers however, only care about what’s in it for them. Being able to turn a feature into a benefit statement can be the difference in whether or not your copy sells. For PPC and SEO, being able to successfully turn a paragraph about features into benefit driven copy helps increase time on site and conversions while also decreasing bounce rate. This is why it’s crucial to be able to differentiate between a feature and a benefit.
Here’s the quick and easy:
Features = Facts – What your product has or does.
Benefits = What’s in it for them, what does the consumer get out of it?
Features may be important to the prospect, but they don’t really help consumers in making a purchase decision. Alone, features don’t compel a person to buy. We are wired to know what is in it for us. Good copywriters know how to solve a consumer’s problem with benefit statements.
One thing to keep in mind when writing marketing copy is that consumer education on products must happen in stages – First give them the benefits then the features. When your content focuses on showing your consumers that they can solve their problem (benefit) and maybe achieve more than they previously thought was possible, they acquire the motivation to learn just how to get what they now want (features). I don’t know a single person who would want to be educated about a product’s features until they clearly understand why they should care.
I’m not going to lie, I’m actually shopping while I write this post. I’ve been browsing Lowes.com for something to get my dad when I came across this beauty of a lawnmower and noticed how well written the copy was. It is a prime example of successfully using both features AND benefits to sell. If I was in the market for a futuristic, do-it-all lawn mower, this would be the one. The copy alone makes me want to buy it.
To close things out, here’s a great feature vs benefit quote from the late Theodore Levitt every copywriter should know:
” People don’t want to buy a quarter-inch drill, they want a quarter-inch hole”.