A key step in writing marketing copy that converts (drives sales, downloads, views, etc.) is a focus on describing product benefits, not features. You should list both, but focus on the benefits of your product or service to the target consumer/member you’re trying to reach.

Features tell what a product has. Benefits show what it does for you. Most people don’t care about the specs—they care about how it makes their life easier, better, or more fun.

Here’s an example of how you instinctively know this, in the context of a conversation with a friend.

“Let’s go to that new burger place downtown!”

“Nah, I think we should go to the Indian place downtown because they have a happy hour special right now, so we can actually afford drinks.”

Friend #1 is selling a feature - the "new" place. Friend #2 is selling the Indian place based on a feature (happy hour) but then outlines the benefits/why that matters – to afford drinks.

That’s a pretty compelling reason to choose the Indian restaurant over the burger place – assuming both friends like both types of cuisine!

Need more convincing? Read on…

**Why Use Benefits and Not Features? **

Why #1: People might not understand why the feature matters. Features are often technical, like “triple-walled construction” written on the product sticker for a thermos.

Who cares! A benefit explains why they should care about the technical features. Benefit: to keep beverages cold for up to 24 hours or hot for up to 12 hours.

Why #2: People respond positively when given a reason.

In a well-known 1978 study at Harvard, group A gave a reason for cutting in line to make copies, group B did not.

Those participants who were instructed to give a reason were over 30% more likely to get a yes. And the kicker? The reason didn’t even have to be good. In fact, sometimes, the reason was, laughably, “because I need to make copies.” Something in our psychology is begging for a "because" or a "why". So, give customers a reason–a benefit–for every feature.

Why #3: People are looking for a solution to their problem.

If you start by answering, “Why did we include this feature?” you’ll easily come up with a simple reason. That’s when you go deeper.

Keep asking “Why?” for every answer. “Why would customers want that benefit?”

**GenAI Tip: **

Use this prompt in your favorite genAI tool to get copy that focuses on benefits rather than features:

"You're an expert marketer. You understand that your target audience is more interested in the benefits of [your product/service] rather than its features [insert hyperlink to your product/service page]. Features tell what a product has. Benefits show what it does for you. My target audience is [describe your target audience, or upload a persona to focus on]. Re-write this copy [attach your product flyer or insert a hyperlink to your product] to be more focused on the WIIFM (what's in it for me) and benefits of our product/service to that target audience."

Bonus Tip:

Humans make decisions based on emotion and logic. Appeal to the user’s emotional brain before appealing to the rational brain. *Work in some behavioral economics principles like scarcity, loss aversion, defaults, anchoring, or social proof as well, and you'll increase the power of your copy to convert/persuade exponentially - I saw a 369% lift in CTOR on an email campaign I ran with an A/B test recently. *

An Offer for You

Do you think your marketing copy focuses too much on features and not enough on benefits? Confused about how to weave behavioral economics principles into your copy? Email me an example and I'll workshop it with you!