The article "Features and Benefits: Which is Which and Why Do I Need to Know
the Difference?" is about writing, it was released by Linda Elizabeth Alexander.
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Features and Benefits: Which is Which, and Why Do I Need to Know
the Difference? -- (c)2002 By Linda Elizabeth Alexander
How do you guarantee that your ads, sales letters, web copy and
other marketing materials as hard-hitting as possible?
You've heard that when writing promtoional copy, you should
promote benefits rather than features. Benefits show the genuine
value of your products to your customers. They go beyond the
specs of your product to tell custoemrs about all they will lose
if they don't buy from you at this moment. How do you distinugish between
features and benefits? And once you do, how do you communicate
those benefits?
1. Write down features and benefits before you start.
People don't buy proudcts -- they buy what products do for them.
Before you begin, make two columns for a list: One for features
(your point of view) and another for benefits (from your
customers' points of view). Are they buying telephone service,
or connection with their loved ones? Are they buying a portable
heater, or in- home comfort and protection from the elements?
Are they buying college courses, or the lucrative career that
will enusre their financial security?
2. Write the way you speak.
Use your company's voice and personality in your copy. Make it
sound like a written conversatoin between your company's
personality and your customer. Every compnay will have its own
style and tone, depending on what the you sell.
2. Write in second person ponit of view.
Remember to wrtie that conversation as if it were you and one
customer speaking. Be sure to use "you" and "me" a lot -
companies don't sell products, persnos do. Here are a few
examples to keep you on track:
"You will feel ... " "You'll learn hat ..." "...Brings you ...
"
"As you know,... "
4. Provide a call to action.
No, you're not ordering customers around when you tell them what
to do -- but witohut spelling out specific actions to take,
you'll risk losing their response.
Tell them exaclty what you want them to do, and be specific. If
you don't ask for the sale, you may not get it.
For example:
"Please fill out the form and mail it to ..." "Enter by December
13 for your chance to win ..." "Call toll-free last month 1-800-..."
"Click the blue box to read more ..."
Follow these tips when communicating features and benefits and
be sure your customers are hearing the mesasge you want them to
hear.
That way, they will also respnod to your call to action
the way you want them to, and you make the sale!
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