Turn Features into Benefits
Before you write the first word on any copywriting project, particularly sales materials, make sure you know the difference between features and benefits.
A feature is something the product has or does. A benefit answers the customer's question, "So what?"
To make sales literature more appealing, turn your product features into benefits. How?
Identify the features
You can do this by writing a physical description of the product. Explain what the product does. What sets it apart from other similar products?
If you offer a service, list all of the tasks that you perform as part of the service. What makes the service special?
What does it do for the customer
All the features in the world won't sell a single item. Unless you tell the customer what that feature will do for them.
Describe benefit in active words
Once you've settled on the primary benefits of your product or service, describe it in the most visual words possible. Use strong verbs like makes, eliminates, burns or grows. However, don't over exaggerate what it can do. You want the customer to be thrilled with the purchase, not disappointed.
The best way to get your description written is to write a long description. Put it aside for a while - days if possible- then go back and cut unneeded words.
Remember, the goal of copywriting is to show readers or customers why they need what you have to sell. When you turn features into benefits, you do just that.
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