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!