In copywriting, it goes without saying that content is King but what is equally as important is a capacity to distinguish between features and benefits. This is crucial when it comes to converting a potential customer into an actual customer. When it comes to selling products, most major companies are realising the importance of professional copywriters and the detachment that they offer in order to distinguish between features and benefits.
Benefits or Features – Which Is Right For You?
When it comes to selling a product, it is, without doubt, the benefits that you should focus upon. Copywriters are experts in concisely highlighting the benefits, getting straight to the point and increasing the likelihood of a sale. The reason that major companies often opt to use professional copywriters to sell their products is because, strange as it may seem, many people have difficulty differentiating between features and benefits or, worse still, assume that they are the same thing. This, they certainly are not.
Benefits & Features – The Key Differences
Whilst it's true that features and benefits share a common purpose, highlighting the usefulness of a product, they are not the same thing and it is important to understand this when it comes to selling your product. The key differences between the two can be seen below:
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Features - Features are something that characterise the product but that isn't to say that a feature is always a benefit. A feature is product specific in that it is an attribute of the product entity.
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Benefits – Benefits is something that emanates from the customer. A benefit refers to the way in which a product can be advantageous to a customer or improve their quality of life. Sometimes a feature may provide a benefit for a customer but they are entirely separate entities.
The Difference Between Features & Benefits In Practice
Copywriters are used for their ability to successfully get to the point of a product and present it in a manner that will entice a customer to make a purchase. The best way to understand the difference between features and benefits is to look at an example. Below are some examples of features and benefits:
Features:
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40 – Number Speed Dial
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Open 24 Hours
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Batteries Included
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Self Setting Clock
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Custom Programmes
Benefits:
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The benefits of 40 number speed dial is fewer key strokes
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The benefit of a 24 hour store is that you can buy things when you want
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The benefit of batteries included is that you can use the product straight out of the box
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The benefit of a self setting clock is additional convenience
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The benefit of custom programmes is that they are designed just for you.
Copywriters – Making The Most Of Your Product
Major companies throughout the world will continue to turn to copywriters as they strive to make their product the most appealing on the market. The detachment from the company allows a professional copywriter to successfully rationalise the product without being subjective and this is, invariably, the key when it comes to selling.