3 easy ways to turn features into benefits that sell

+ examples to catch people’s interest in your service/product

Hi 👋,

One important skill in marketing and copywriting that will help you sell more is knowing:

1. the difference between “features” and “benefits”

2. how you transform “features” into “advantages for your users”

This will allow you to write powerful copies that convert attention-grabbing headlines, create irresistible offers, and better communicate with your customers.

features versus benefits

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The difference between a feature and a benefit

• a feature is “what something is”

• a benefit is “what users can do or accomplish with it”

E.g., a smartphone

Feature:

• Triple camera system

Benefits:

• Take stunning photos and capture your memories like a professional photographer

Most people don’t care about the characteristics or qualities of a product/service. They care about the advantages or outcomes of using that product/service.

So how do you convert cold features into irresistible benefits that catch your target audience’s attention?

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3 easy ways to turn features into benefits that sell

#1 Highlight the problem-solving capabilities of a product

Knowing and understanding your audience’s pain points by heart gives you insights into what makes them tick. Based on that, you can write your marketing copy following the:

• PROBLEM → SOLUTION approach

E.g., #1:

Feature: password manager software feature that generates strong passwords

Benefits: you're protected from cyberattacks and identity theft, major concerns for many internet users.

E.g., #2:

Feature: a streaming service's feature of personalized recommendations

Benefits: you can discover new content that matches your interests without spending time and effort searching for something to watch

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#2 Appeal to the emotional benefits of a product

When appealing to the emotional benefits of a product, you focus on how your product/service can make your customers feel rather than just its functional features.

This involves tapping into your customers' desires, motivations, and aspirations and underlining how the new feature can make them happier, more fulfilled, or more confident.

For example, suppose your product can make customers feel more successful, wealthy, etc. In that case, you build an emotional connection with your customers, potentially making them stick to your brand/product/service longer.

E.g., #1,

Feature: a mobile phone feature of a high-quality camera

Benefits: you can capture and share important moments with loved ones (= which makes the user feel more connected and fulfilled)

E.g., #2

Feature: Duolingo's gamified approach

Benefits: Duolingo helps users improve their skills and expand their knowledge, making them smarter and more skillful. They allow users to communicate with others and broaden their horizons by building relationships with people worldwide. They underline that learning can be fun and engaging, providing the user with a sense of achievement and satisfaction.

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#3 Emphasize the unique selling proposition of a product

Aka, make the user feel like there’s no other product/service on the market.

E.g., #1,

Chanel has emphasized the unique selling proposition of their luxury fashion products by highlighting their high-quality materials and craftsmanship. They showcase their products with the finest materials, ensuring durability and longevity. They also highlight how their products are made with expert craftsmanship, making them stand out from other luxury brands.

E.g., #2,

Tesla has emphasized the unique selling proposition of their electric cars by highlighting their eco-friendliness and advanced technology. They showcase their emissions-free cars, providing a sustainable transportation option for environmentally-conscious consumers. They also highlight how their cars have advanced features such as autopilot, making them stand out from other cars on the market.

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See you next Sunday,

Roxana