Copywriting Lesson #3 – Benefits vs. Features

In the opening paragraph, the writer typically shares their personal story. This is where they address a key question and explain how they found the solution. For instance, if someone is marketing a weight loss product, they might start with a surprising statement, pose a question, and then share their journey of discovering the weight loss program they’re promoting.

It’s important to distinguish between benefits and features, as they serve different purposes in effective sales copy.

Benefits respond directly to the reader’s needs, particularly addressing the “What’s in it for you?” aspect of the pitch. Using bullet points can be an effective way to highlight these benefits. Consider this example:

How will the weight loss program improve my life?

  • No workouts required
  • No gym membership fees
  • No pills to take
  • No strict dieting

This approach of posing a question and then listing benefits is powerful, as it reassures the reader that their needs will be met by the product. Notice how each statement is clear and straightforward, avoiding any ambiguity. This clarity helps define features.

To differentiate between a benefit and a feature, a simple guideline can be helpful:

A feature often prompts the reader to ask, “So what?” For example, saying, “Our gym is open 24 hours a day” is a feature. But what does that actually mean for the reader? It may not resonate with everyone and might lead them to conclude that it’s irrelevant to their needs.

In contrast, a benefit provides context for that feature:

“Our gym is open 24 hours a day, allowing our clients to work out whenever they choose!”

Here, the statement becomes a benefit because it answers the initial question. If a reader can still ask “So what?” after reading a statement, it’s likely a feature. If they can’t, then it’s a benefit. This straightforward formula empowers writers to leverage benefits and features effectively, ensuring they address the reader’s needs and preventing potential dismissals of features that don’t resonate.

To your success!

A.BERRICHI

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