A disgusting mistake companies blindly make all the time is piling their websites, social media and ads with boring features.
This is a DEADLY copywriting sin.
Nobody buys based on the features of a product.
They buy from the emotional benefits.
What the product can DO for the customer.
One of the top copywriting skills you can have, is the ability to turn painfully dull features into irresistible benefits.
If you want to become a top copywriter and have a long rewarding career, you must be a master at uncovering and emphasizing the top benefits of your client’s products & services.
In this post…
I’m going to explain the difference between features vs benefits, give 5 examples of features vs benefits of products from famous brands and hand you my little-known “method” for turning features into powerful benefits.
What is the Difference Between Features and Benefits of a Product?
It’s very simple…
A feature is the characteristic & attribute of a product or service.
They describe what the product is and what it is made of.
For example, here are some features of the new iPhone 15 Pro:
- 100% recycled aluminum internal frame
- Titanium band
- Ceramic shield
- Splash, water and dust resistant material
- Super retina XDR display with promotion
Boring, huh?
On the other hand…
Benefits explain how the features of a product or service directly translate into something positive for the customer.
They answer the question playing 24/7 in your prospect’s mind - "What's in it for me?"
For example, let’s turn the iPhone 15 Pro’s boring features into exciting benefits:
Feature: 100% recycled aluminum internal frame
Benefit: Make the world a better place for your children
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Feature: Titanium band
Benefit: A phone that’s built to last. Or… a stunning design to impress your friends.
---
Feature: Ceramic shield
Benefit: Protect your phone’s screen from devastating cracks
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Feature: Splash, water and dust resistant material
Benefit: Use freely without worrying about damaging your phone
---
Feature: Super retina XDR display with promotion
Benefit: Watch your favorite videos in crystal clear quality without killing your battery
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Always think in terms of what the feature will DO for your prospect.
What is in it for them?
Now that you know the difference between features and benefits of a product, let’s look at some specific examples…
5 Examples of Copywriting Features vs Benefits in Products from Famous Brands
#1. Allbirds Wool Runner 2
The feature is the ZQ Merino Wool.
The benefit is how it delivers lasting comfort from morning till night.
#2. Ridge Wallet
The feature is military-grade material.
The benefit is a wallet that’ll last a lifetime guaranteed.
#3. Under Armour Hustle 5.0 Backpack
The feature is a water-repellent finish.
The benefit is that it keeps your gear dry when it’s raining outside.
#4 Titleist TruFeel Golf Balls
The feature is the TruFlex cover.
The benefit is improved feel and control for your shots around the green… you have “all the control.”
#5 Crossrope Get Lean Set
The feature is the Fast Clip System.
The benefit is that you can quickly and easily switch ropes to adjust the intensity of your workouts and the effectiveness of your training.
How to Turn Features into Benefits Like a Copywriting Wizard (Insider Technique)
3 years ago, when I was a newbie copywriter, I discovered a foolproof method for turning features into benefits.
In no time, I became a pro at finding the main benefits of my client’s products and leveraged these benefits to write persuasive copy that hooked my readers, piqued their interest and motivated them to respond to my ads.
Here’s how to get insanely good at turning “snooze-fest” features into action-packed benefits that force your readers to dig for their wallets and pull out their credit cards…
Turning Features, to Benefits, to REAL Benefits
Step #1:
Go to Amazon.com.
Search for a product.
Then…
Open up an Excel spreadsheet (you can use Word or Notepad but Excel is more organized).
And then…
Create 3 sections at the top. Label them– Feature, Benefit, Ultimate Benefit.
Like this:
Step #2:
Now, add the product’s name to the left-side column. And add in 3-5 features from the Amazon product listing, below the column labeled “feature.”
When you’re done it should look like this:
Step #3:
Okay, now, turn each bland feature into a benefit.
Write each benefit under the “benefit” column.
Step #4:
Then, take the benefit you just created and dig deeper.
Find the ULTIMATE benefit of what the customer gets by USING the product.
I like to find this by saying “So what?” – until I uncover the REAL benefit.
Here’s an example:
Let’s say you’re doing this practice for a car.
The car is the product.
The feature you are turning into a benefit is - “oncoming car sensor.”
A benefit of this feature could be… to avoid crashes and fender benders.
But, so what?
So what that you can avoid crashes?
What’s the REAL benefit of this?
The ULTIMATE benefit (which you’d add under the last column in Excel) is that you’ll protect yourself and your loved ones from deadly accidents.
That’s the REAL benefit.
That’s what this feature DOES for the customer.
It’s WHY they would buy this product.
They wouldn’t buy this product to simply avoid crashes.
But they WOULD buy it to protect their children and ensure they are safe when driving.
To do this copy practice exercise…
I recommend doing one product and turning 3-5 of its features into benefits, each day.
This is super easy and very effective.
You can complete this in 10 minutes or less.
Conclusion
Now that you know the difference between features vs benefits, use your newfound knowledge to write more persuasive copy.
Use the technique above to instantly turn dull features into irresistible benefits.
Practice this regularly.
If you do, you can quickly climb the copywriting ranks and become an elite copywriter in no time.
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