Features vs. Benefits: leverage this conversions opportunity

Greetings!  In today’s video how-to, we’re addressing the web-writing fundamental of distinguishing a product/service feature from its benefits. Understanding the difference is crucial for effective copywriting, and presents a tremendous opportunity to dramatically increase site conversions.  But before you can master the art of transforming a mere feature into a compelling benefit, you first need to know the essential difference between the two.  Enter Heather to discuss just this:

Here’s a recap of the essential points:

Features = Facts:

  • We have a 15,000 square-foot warehouse
  • Our company employees 30 people
  • Our Timer App keeps accurate time
  • Open 24/7
  • 10.1 megapixel camera
  • Blue cashmere sweater

While these features may be important to the prospect, they don’t help them in making a purchase decision.  Features alone don’t compel a person to buy. We are wired to know what is in it for us.

Benefits = What’s in it for Them

Benefit statements go beyond a mere description of the features of a product or service and tell your prospect what is in it for them.  Benefits solve a problem, as illustrated by this famous quote:

“People don’t want to buy a quarter-inch drill.  They want a quarter-inch hole!”  — Theodore Levitt

Thanks for tuning in!  Be sure to check in next week to learn how to transform features into powerful benefit statements!