Benefits vs. Features

Copywriting 101, Lesson 3: What happens when you do not explain the benefits of your product in your sales letter?

Answer: No sales!

That is right. You do not have to be a savvy copywriter to know that. But somehow, most of us make this terrible mistake.

More often than not, features are often being mistaken as benefits. I have been asked by friendly business associates to review their sales letters and sadly, this is a common mistake I always see in their sales letter. If I were in the shoes of a potential customer, I am more interested in how a product can benefit me than know what it looks like. Recall the last time you bought a product, online or offline. Why did you buy it? Did you buy it because of its features? Or did you buy it because it can benefit you or solve your problem?

To learn the distinct definitions of benefit and feature, see below.

• Benefit. According to the Pocket English Dictionary's definition, it means an advantage; to be useful or profitable to. In the case of selling your product on your web page, you want to tell how useful or how your product can solve your prospect's problems.

• Feature. According to the Pocket English Dictionary's definition, it means characteristic. In the case of selling your product on your web page, you want to also tell your prospect in what form your product is (digital or physical).

The following are examples of benefits and features:

• You sell slimming powder on your web page (physical product). The feature of your product is easy-to-digest powder packed in a tin or carton. The benefit of your product is that consumers can now lose weight the easy way!

• You sell turtle pellets on your web page (physical product). The feature of your product is small and easy-to-digest green pellets for your pet amphibians. The benefit of your product is that it is easy for your pet amphibians to consume and grow healthily because they are going to get all the nutrition they can get in the pellets!

• You sell an information product on your web page (digital product). The features of your product are .PDF format and have Master Resell Rights. Therefore, the benefits are your customers can download it instantly as soon as they pay and they have an income opportunity to make money and keep all the profits to themselves!

All in all, write BOTH features and benefits of your product. But sell a SOLUTION, NOT a product!

I know you are cringing when you hear this. All these while we have been talking about selling your product or service through your sales letter but remember, you do not buy a product for the sake of buying a product! And neither do anyone else on this planet. You buy a product because of getting the benefits or solving your problems! You did not buy a refrigerator because it was a refrigerator, did you? But you bought one because it sure is going to be a problem keeping your food out in the open!

Top Internet Entrepreneurs know this business principle very well. This also explains why exclusive product membership sites continue to thrive and grow. Their selling point is not in the product but the solutions and benefits the product gives.