Tip 76) Understand the difference between a feature and a benefit

How do you guarantee that your ads, sales letters, web copy and other marketing materials as hard-hitting as possible?

I'm sure you've heard that when writing promotional copy, you should promote benefits rather than features? Most people have heard this, but few actually do it. 

​Benefits show the genuine value of your products to your customers. They go beyond the specs of your product or service to...

...tell customers how your product or service is going to help them either solve a problem or fulfil a need. Your copy should answer their concerns or objections. 
​
Look at your features and keep asking "So what… ?" – So what does that actually mean for my customer?

Here are some examples...

Business Coaching
Feature: Bespoke programmes.
Benefit: Get access to the tools and resources your business really needs; don’t waste your money on services that will do absolutely nothing for your bottom line.

Life coach
Feature: Expert guidance to help you reach your short- and long-term goals.
Benefit: Be the best you can be and achieve your full potential without feeling weighed down by life’s challenges.

Online training course
Feature: We offer over 15 different online courses.
Benefit: Advance your career by accessing a comprehensive range of training courses to suit your exact needs.

Fitness class
Feature: Both cardio and strength exercises
Benefit: Easy to follow exercises at your own pace that will help you melt away fat in time for your holidays! 

Chiropractor
Feature: Ten-minute posture evaluation.
Benefit: With our quick and simple posture assessment, we can identify the exact treatment you need for your unique situation.

Meditation app
Feature: Step-by-step introduction to meditation.
Benefit: Keep calm and relaxed whatever life throws at you with simple exercises you can practice absolutely anywhere.

Food delivery service
Feature: Express delivery in under 30 minutes.
Benefit: When you're hungry, we don’t expect you to wait! Order online in just three quick clicks, and we’ll be waiting at your door with your tasty takeaway by the time you’ve had a shower and got the knives and forks out.

So if your marketing copy is not giving you the results you want – give the SO WHAT? test a go!

Good luck

​Jo x