Copywriting – Differences Between Features And Benefits

Business owners make a huge mistake when they focus on the features of their product or service! People want to know what is in it for me and that can only be explained by sharing the benefits of your product or service. Get this right in your marketing and you will see an increase in business.
So what is the difference between features and benefits?
Feature is a characteristic of a product or service (dry and boring).
Benefits explains what client will gain by using your product or service (the feeling the client will enjoy with your product or service).
The best way to understand the difference between features and benefits is to see a side by side comparisons of feature statements and benefit statements.
Feature: Open 24 Hours
Benefit: Business is open any time you need us.
Feature: All wheel drive
Benefit: No more getting stuck in the snow.
Feature: Side impact airbags
Benefit: You and your family will be safe in an accident.
Feature: Waterproof
Benefit: You will stay warm and dry.
Feature: Grocery delivery
Benefit: Stay safe at home, no more carrying heavy groceries around, we deliver groceries right to your front door.
The easy part is to write about features. Talking about benefits takes a little bit of effort.
Here is an easy way to write about benefits.
First write down all your features. Now at the end of each feature write ‘which means’.
Example: Waterproof boots ‘which means’ your feet will stay warm and dry
See how easy that is.
Remember features tell and benefits sell! This is the huge difference between features and benefits! People rarely get out their wallets and buy based on features, they run for their wallets when your benefits instill the feeling they will enjoy if they were to purchase your product or service.
Features are important and should be noted, however if you want people to run for their wallets and hand over their money you must show them the benefits of what you offer!
Show people how your product or service solves their problems and makes their life better and they will buy from you!
With this new found knowledge, go back and update all your copy to ensure you are mainly focused on your product or services benefits in order to trigger your customers buying response. It is OK to include features, however, make the focus on benefits and watch your bank account climb!