Tip of the Week – Features versus Benefits

When you write any sort of sales material, do so with your audience in mind. Speak to a need your client has, and get that message across clearly.

Often we think about our products or services in terms of features. Features are cold hard facts and they do not immediately answer a need in your client.

Transform your features into benefits. What does each feature mean to your customer? Why would your customer be interested in that feature and what will it do for them? By explaining your features’ practical use, you show customers your benefits.

Spell out the benefits your product or service offers to make it easier for your customers to relate their needs to your solutions.

I would like to thank the following people for their insights on this topic:

Scott Tyler – IIBE, brightblue marketing
Tony Eades – BrandManager
Scott Bywater – Copywriting That SELLS
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info@proofreadingservices.net.au
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