When it comes to products, what are features? Simple – these are the traits a certain product possesses.
XYZ’s new hybrid car is capable of giving you 60 miles per gallon fuel economy in the city.
Our ladder weighs a pound less than the average ladder due to its light weight and steel alloy construction.
Our glue’s patent is no longer pending!
And what are benefits? They are the “what’s in it for me” consumers look for with these features.
By driving our new hybrid model, you will be doing Mother Earth a favor and can save a lot of money with that extraordinary fuel economy! Now get this – if you’re looking for performance, you will GET performance, as this little baby has an electric motor that is not only efficient, but also as quick as a rabbit – you’ll be zooming down the highway, saving fuel, saving money AND saving the earth, all with one automobile!
Here’s what lightweight durable steel alloy means to you – you can carry it around anywhere you go with little difficulty, use it practically anywhere, and STILL support close to a half-ton of weight! No more backaches lugging around that heavy ladder. And since it lasts for a good century and a half, that’s several generations for your family – not to mention several failed end-of-the-world predictions!
We promise you, that with our patent-protected glue, you can use it on any substance, clean it up without worrying about bolting your digits together, and not have to re-glue anything – that’s how strong our glue is, that’s how strong our glue is! (Optional background music sung to the tune of Otis Redding’s soul classic “That’s How Strong My Love Is”)
Nobody wants to read about trite numbers and statistics – that’s why you can’t expect to move anything if you tell the reader your watch has a leather band and a two-inch diameter.
You show him how the extra-large face will tell him the time at a glance. No sir! Joe or Jane Q. Public wouldn’t have to look like a doofus, squinting their eyes and trying to figure out what the heck the time is! And how about the way he’ll project success and charisma when he wears the beautiful gold watch with its handcrafted custom leather band? How his lover will find him irresistible when he’s all dressed up to go out, wearing the watch. Or how the watch’s status and beauty will attract the ladies.
Our point here is very simple and pithy – a product sells because of its benefits and not because of its features. Your goal in advertising is to speak to the reader and titillate his or her innermost desires for a quality product. So the lesson that can be learned here is to use action words when highlighting those benefits and you’ll be tapping into the inner psyche of your readers in no time.
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