ArticlesBase.com - Free Articles Directory
Free Online Articles Directory
19.07.2008 Sign In Register Hello Guest
Email:
Password:
Remember Me 
forgot your password?


The Difference Between Features And Benefits

Author: Jonathan Hook Author Ranking Bronze | Posted: 26-04-2008 | Comments: 0 | Views: 102 | Rating:  (354) Article Popularity - Bronze (?) Got a Question? Ask.
Sign Up Now!

A common mistake made by many inexperienced copywriters is to focus too much on a product's features and not enough on the benefits it provides.

While features are important and should be mentioned, if you want consumers to take out their wallets and hand over their hard-earned money you need to convince them of the benefits your product offers.

What's the difference?

- A feature is simply a characteristic of a product.

- A benefit explains what the customer has to gain by using the product.

- Anyone can make a list of a product's features. But it takes a bit of work to convert each of those features into benefits.

- A handy trick you can use is to add the phrase "which means..." to the end of each feature.

- A feature of a razor blade for women could be that it has 3 blades. That in itself is unlikely to win many sales because it means nothing to most people. But add the phrase "which means you'll have smooth and sexy legs" and women will know exactly what they will gain when they buy it.

Let's look at a few more examples of benefits vs features:

A Car

- Feature - All wheel drive.

- Benefit - You are less likely to get stuck in the snow.

- Feature - Gets more miles per gallon than competitors.

- Benefit - You'll save money on gas.

- Feature - Side-impact airbags.

- Benefit - Your family will be safe in an accident.

A DVD Recorder

- Feature - Time shift recording lets you pause live TV.

- Benefit - You will never miss a second of your favorite show.

A Pair of Boots

- Feature - Waterproof.

- Benefit - Your feet stay warm and dry.

Not long ago I was stopped at a red light, and as I looked at the van in front of me I saw the perfect example of focusing on benefits over features. The van belonged to a small handyman business that does small jobs in several neighboring towns.

On the back of the van was a simple drawing of a man carrying a small child on his shoulders. Underneath it read, "We'll take care of the little problems, so you have time for more important things."

As a parent who struggles to find every minute I can with my family, that simple bit of copy struck a nerve.

Rather than listing the various types of projects they specialize in (which I would never bother reading), they tapped into a common problem (finding time for the family) and offered a solution.

Sure, I could power wash my house, clean my yard, and paint my garage myself. But if I hire these guys to do it I can spend more time with my kids.

Brilliant!

Remember, always focus on benefits. Show customers how your product solves their problems or makes their lives better and they'll line up to buy from you.

Rate this Article: Current: 0 / 5 stars - 0 vote(s).

Article Source: http://www.articlesbase.com/copywriting-articles/the-difference-between-features-and-benefits-397054.html

Print this Article Print article   Email to a Friend Send to friend   Publish this Article on your Website Publish this Article   Send Author Feedback Author feedback  
About the Author:

Jonathan Hook offers free tools, articles and resources at www.500articles.com Claim yours today.

Submitting articles has become one of the most popular means of generating quality backlinks and targeted traffic to your website. Join us today - It's Free!

Article Comments

Comment on this article Comment on this article
Your Name
Your Email:
Comment Body
Enter Validation Code: Captcha


Related Articles

Five (5) Major Pitfalls Of Ad Copywriting And What You Can Do To Avoid Them
By: Carla Lendor | 10/08/2006 | Affiliate Programs
For all of us involved in advertising the challenge of producing that one piece of copywriting magic that sends our sales soaring is never far from our minds. Face it, copywriting is not all about aesthetically pleasing language, it is about sales.

How To Craft A Headline That Pulls In Your Target Reader
By: Jonathan Hook | 11/04/2008 | Article Writing
How can so few lines of copy be so important? Because the headline is your first (and often last) chance to make an impression on a reader. It needs to grab the reader by the collar and make it impossible for him to continue without reading the rest of your message.

Got a Question? Ask.

Ask the community a question about this article:

Q&A Powered by:
Powered by Yedda 

Latest Copywriting Articles

Headlines so Powerful
By: Jeremy Long Chia Teik | 19/07/2008
Do you understand the power of strong headlines? Are you wondering how to write such powerful headlines with ease? No problem. This article shows you how you can go about doing it effectively. You'll learn valuable pointers that should make your headlines more creative and strike that powerful impact on readers. There isn't any need for you to reinvent the wheel. So, start powering up those headlines for greater success!

How to Become a High-paid Marketing Consultant or Copywriter - Fast!
By: Dan Lok | 18/07/2008
Are you a marketing consultant or copywriter still looking for clients, and often wonder how most people really get clients to hire them? If you are, this article will prove VALUABLE to you in a moment. Here’s why:

The Essential Factors About Content Copywriting
By: Naman Jain | 17/07/2008
Writing is considered to be one of the best ways of communication. Read some essential factors about content copywriting here.

The Sale Is In The Consequence
By: Mark Kimathi | 13/07/2008
Among the main challenges of selling online is the fact that there is no face to face interaction.

How to Squeeze Blood From a Copywriter
By: Barry A. Densa | 09/07/2008
The only measure of a copywriter's talent... is how much and how fast he can sell his client's product!

Why Online Sales Are Emotional
By: Mark Kimathi | 04/07/2008
The differences in media may introduce challenges in the process of selling from a website.

Power Up Your Product Copy
By: Jeremy Long Chia Teik | 04/07/2008
Is your product page getting you good results? Are you searching for the right formula to solve this big problem? My article will show you how you can overcome whatever obstacles you are currently facing in writing your product copy. Learn and understand what creating an effective product page requires. This is crucial to succeeding in your aim to power up that product copy which will eventually bring in positive results to your bottom line.

Why Use a Freelance Copywriter?
By: Jonny Seeley | 02/07/2008
The world is full of consultants who claim to help your business, but a creative freelance copywriter will add real value and is well worth the money.

More from Jonathan Hook

How To Earn Affiliate Income From Your Blog
By: Jonathan Hook | 18/07/2008 | Affiliate Programs
Affiliate marketing is not something that'll make you rich overnight. You will have to treat it like your company, the only difference being that you don't have to store anything or ship anything to make profits. So what is it that you have to do?

How To Make Money With Your Blog
By: Jonathan Hook | 16/07/2008 | ECommerce
Blogging is the latest craze all over the internet universe. I call it a "universe" because there seem to be endless opportunities in this virtual world for just about everybody. It's like the American dream. If you have a genuine idea and you are willing to work hard, then nobody can stop you from becoming rich and famous, no matter what age, what religion or what nationality you belong to.

What Is Outsourcing And Why Should I Do It?
By: Jonathan Hook | 30/05/2008 | Time Management
Out sourcing is giving the work you have to do, and paying other people to do it, and they call it out sourcing because you don't do the work yourself. Let's just say that you are selling a retail store online. By outsourcing a freelancer, you can get focus more on what you want in life, and leave all of the work trouble to somebody else.

How To Outsource Your Videos
By: Jonathan Hook | 24/05/2008 | Internet Marketing
A few years ago youtube came out. Then ever since, youtube has been hot, and people watching videos online have been hot. Using videos to to bring traffic to your site is genius.

What Are the Benefits of OutSourcing?
By: Jonathan Hook | 24/05/2008 | Time Management
When you are outsourcing your work, you have tons of benefits. Let's just go over some of the benefits shall we?

Outsource Your Work And Save Time
By: Jonathan Hook | 24/05/2008 | Self Improvement
Outsourcing is growing, and it is growing fast. It is one of the fastest growing industries in the world. It is growing just like working at home was the way to make money with out a lot of work. Now look at the world, there are tons and tons of way to make money at home. Some people run a business right out of their home.

Using Advertisements To Get Viewers
By: Jonathan Hook | 22/05/2008 | Internet Marketing
Everybody knows that if you want to get your product or service out to the people, and known to the people. The best way is to create a website, because a website is what captures people.

Why Does Blogging Increase Your Search Engine Exposure?
By: Jonathan Hook | 22/05/2008 | SEM
The elementary structure of search engines is programmed as such that it reacts in an extremely dynamic and result-oriented manner to fresh content. The latest and highest quality updated content is what the search engines always crave for and react to the best.

Article Categories






Give Feedback

Sign up for our email newsletter

Receive updates, enter your email below