As you learn to create more relevant copy, one thing that you must learn to focus on is benefits over features. When you focus on benefits to your ideal customer more than anything else, it will resonate with them more than if you talk only about features. However, this does not mean you should never mention features. Absolutely not. Instead, you should always talk about features by talking about how they benefit the customer.
A good understanding of how to identify features versus benefits is helpful. Let’s look at how features and benefits are defined in the dictionary.
Feature: “A prominent or conspicuous part or characteristic.”
Benefit: “Something that is advantageous or good.”
If you look at those definitions, you can then see that, in essence, a feature is really the specs and the benefits are the results of the feature. So, look at the definition like this:
Feature: A Spec
Benefit: A Result
For example, if you look at how this can help you figure out what parts are benefits or features, just ask yourself if it’s a spec or result.
Product: How to Run Facebook Ads Course
Audience: Six Figure Coaches
Feature: Digital, anachronistic, discussion board
Benefit: Increase your income, get more clients, automate your leads, network
You can probably come up with more features and benefits of a product like this. However, with just these few you can see that it’s better to focus on benefit in your copy to attract the coaches to your course. If you mention a feature like, the course being available at all hours, means a benefit to the coach is that they can work at their own pace.
The thing is, most people really do only care about what’s in it for them, but that isn’t because they’re selfish – it’s because they’re shopping and as a shopper, they have a right to look at why that product benefits them over other products. It’s your job to design your copy to address those things that your audience cares most about.
If you’re still unsure about what is a benefit or feature, keep thinking about what a spec is and what is a result. If you “get more clients” that’s a result, if it’s a free checklist that’s a feature. What are the benefits of the free checklist? The benefits or results might be to save time, get more clients, never make a mistake, and so forth.
Learning about benefits and features is one exercise you don’t want to skimp on. Make a list of all the features of your product and add to that list the benefits of each feature. You should wind up with more benefits or results than features once it’s said and done.
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