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Features vs. Benefits: Write copy that sells
“What’s in it for me?”
That’s what your dream client wants to know the very moment they land on your website. But if you’re just listing the features of your product or service, they won’t really understand how they will benefit.
You may have heard people say features tell, benefits sell. But maybe you’re wondering, “What’s the difference?”
What’s the difference
Features are the facts, or attributes, about your product or service. They’re the “what.” The benefits are the “why.” Why those facts matter to your clients and customers.
For example, think about your favorite pair of jeans. It’s unlikely that you bought them because they are made of 96% cotton and 4% spandex, but you’d definitely let your friends know that they are really comfortable and stretch when you move.
And what about the last tube of toothpaste you bought? Did you want to buy it because it says it will remove 78% of surface stains? Well, yes, but really what you want is for your teeth to be whiter.
Sometimes features can be more obvious when you’re selling products than when you’re selling services.
But if you’re a life coach it’s a feature that you help your clients reach short- and long-term goals. The benefit is that you help them understand what they want out of life and make a plan as to how they can achieve those goals.
Why are benefits so important?
Benefits are important because they answer your dream client’s question, “What’s in it for me?” Because when it comes down to it, your customers or clients don’t care about what your product or service can do… they care about what it can do FOR THEM.
Often features are the technical jargon. And while they do mean a lot to you, as an insider, they tend to confuse your audience and usually don’t motivate them to buy what you’re selling.
If you only list the features, it’s hard for your audience to understand how what your product or service offers will help them.
Benefits, on the other hand, paint a picture of how your offer will change their life for the better.
How to pinpoint benefits
So how do you make sure that you’re talking benefits and not features?
1. Know what they want
First, you have to know your dream client’s end goal, challenges, and deep desires so that you can speak to what they want.
Figure out what they secretly dream about and then determine how you can fulfill their wishes without the headache and hassle.
2. Tell them what to do
Once you know what they want, tell them what to do by starting with an action verb like, “say goodbye to sleepless nights” or “Achieve your full potential”
3. Ask, “Why does that matter?”
Lastly, be sure to read what you’ve written and then imagine your dream client asking, “And why does that matter?”
Then keep narrowing down your message until you get to the core of what will motivate them to make change.
By focusing on the benefits your audience will receive, you’ll be able to connect your offer to their desires and that’s where the magic lies.
Now, if you’re wondering, “How do I know what my audience wants in the first place?” Click here to learn the exact steps you need to take to figure that out.
Hi, I'm Alli McAuley.
I help passionate entrepreneurs, like you, create a standout brand and website so you can run a successful business online.
My ultimate goal?
To make change happen for other go-getters in pursuit of living their dream life by doing what they love.