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A few years ago, for an anniversary present, my husband Mick surprised me by replacing my car radio with a
complete entertainment center.
Now, you may not know this, but I’m a genuine “technophobe.” I’m scared of technology and all those dang
blasted new gadgets. I was perfectly happy getting into my car and turning on my radio. In fact, if I had my
way, I’d still be using 8-track tapes!
But when I went to look for my radio — I couldn’t find it. It was really GONE! There was a thingy in its place
and I had no idea what that monstrosity was!
It took me over two hours to get a hold of my husband. Meanwhile, I was driving my car with no music – IN
ABSOLUTE SILENCE - and I was fuming.
When he finally called me back, I was frustrated and furious and wanted to know what he did with my radio!
That’s when he told me he replaced my handy dandy radio with a state-of-the-art DVD player, 8-CD changer, a
color TV, satellite radio and the most up-to-date GPS known to mankind.
I guess most people would be impressed by that gift, huh?
Not me.
I told him he could switch that techno stuff to his car and to please give me back my radio!
And then Mick said something that changed my life
He said, “Carline, I got you a DVD player so you can put on movies to keep the kids quiet during long car rides
…
In that brief moment, my whole countenance changed.
I won’t get lost again? I’ll never miss Oprah? Quiet car rides with teenagers?
Well, heck, I’ve just GOTTA have that thingamabob! In fact, I can’t live without it!
My husband did what every good copywriter MUST do to make the sale
He turned features into benefits!
I couldn’t give a squat about all that technology stuff – but when he showed me how my life was going to be
better off — well, now he got my attention!
And your audience is no different.
So now, let’s put this advice into practical use. If you’re working on writing a promo, take it out and give it a
quick test.
Are you selling features or benefits?
For example, if the project is for a nutritional product: you’re selling features if you simply …
* Describe the product
* List ingredients
* State studies and facts
* Give dosage information
But you’re selling benefits if you do all the above and tie it in to your prospect’s needs, wants and desires!
Remember the rule of “That means …”
If you’re worried that you’re just selling features – try using my rule of “that means.” Here’s how it works:
Whenever you list a feature of a product, ask yourself “how is that going to affect my prospect?” And then start
your sentence with “That means.” For example …
I recently worked on a joint formula that contained MSM. If I was selling a feature, I would simply mention the
product contained 250 mg of MSM. Ho hum!
But instead, I said:
Product X contains a whopping 250 mg of MSM to help create new muscles, restore collagen and rebuild
healthy cartilage. That means you can put an end to morning stiffness and nighttime pain!
See what I mean?
The reader doesn’t give a squat about the ingredient or the dosage – until you make it a benefit to him!
Using “that means” is a great way to naturally force you to bring up the benefits of your product – and make it
real for your prospect!
Ok, here’s another way to turn a feature into a benefit. I do this A LOT:
Replace the official name of the ingredient with a benefit-oriented name. For example …
… Why talk about the pro-biotic called lactobacillus casei – when you can call it what it really is: The
“Ultimate Gas Blocker” …
… Or remind the prospect he’s not taking the prostate herb called saw palmetto – but an amazing “Gotta Go”
controlling Godsend!
See what I mean?
Ok, here’s a 3rd trick to ooze benefit into everything you write:
Find ways to humanize the problems your prospect experiences.
For example …
Talk about how your knees “scream” when you bend …
… Your joints “forecast” temperature changes better than the weatherman …
… Or your back “goes out” more than you do!
Can you relate to that? You betcha!
Following these simple tips will make it easy for you to write about the benefits instead of features. And you’ll
be well on your way to producing kick-butt copy!
complete entertainment center.
Now, you may not know this, but I’m a genuine “technophobe.” I’m scared of technology and all those dang
blasted new gadgets. I was perfectly happy getting into my car and turning on my radio. In fact, if I had my
way, I’d still be using 8-track tapes!
But when I went to look for my radio — I couldn’t find it. It was really GONE! There was a thingy in its place
and I had no idea what that monstrosity was!
It took me over two hours to get a hold of my husband. Meanwhile, I was driving my car with no music – IN
ABSOLUTE SILENCE - and I was fuming.
When he finally called me back, I was frustrated and furious and wanted to know what he did with my radio!
That’s when he told me he replaced my handy dandy radio with a state-of-the-art DVD player, 8-CD changer, a
color TV, satellite radio and the most up-to-date GPS known to mankind.
I guess most people would be impressed by that gift, huh?
Not me.
I told him he could switch that techno stuff to his car and to please give me back my radio!
And then Mick said something that changed my life
He said, “Carline, I got you a DVD player so you can put on movies to keep the kids quiet during long car rides
…
- … A color TV so you won’t ever have to miss Oprah …
… A satellite radio so you’ll always have a music channel you love – without static …
… And a GPS so you’ll never get lost again!
In that brief moment, my whole countenance changed.
I won’t get lost again? I’ll never miss Oprah? Quiet car rides with teenagers?
Well, heck, I’ve just GOTTA have that thingamabob! In fact, I can’t live without it!
My husband did what every good copywriter MUST do to make the sale
He turned features into benefits!
I couldn’t give a squat about all that technology stuff – but when he showed me how my life was going to be
better off — well, now he got my attention!
And your audience is no different.
So now, let’s put this advice into practical use. If you’re working on writing a promo, take it out and give it a
quick test.
Are you selling features or benefits?
For example, if the project is for a nutritional product: you’re selling features if you simply …
* Describe the product
* List ingredients
* State studies and facts
* Give dosage information
But you’re selling benefits if you do all the above and tie it in to your prospect’s needs, wants and desires!
Remember the rule of “That means …”
If you’re worried that you’re just selling features – try using my rule of “that means.” Here’s how it works:
Whenever you list a feature of a product, ask yourself “how is that going to affect my prospect?” And then start
your sentence with “That means.” For example …
I recently worked on a joint formula that contained MSM. If I was selling a feature, I would simply mention the
product contained 250 mg of MSM. Ho hum!
But instead, I said:
Product X contains a whopping 250 mg of MSM to help create new muscles, restore collagen and rebuild
healthy cartilage. That means you can put an end to morning stiffness and nighttime pain!
See what I mean?
The reader doesn’t give a squat about the ingredient or the dosage – until you make it a benefit to him!
Using “that means” is a great way to naturally force you to bring up the benefits of your product – and make it
real for your prospect!
Ok, here’s another way to turn a feature into a benefit. I do this A LOT:
Replace the official name of the ingredient with a benefit-oriented name. For example …
… Why talk about the pro-biotic called lactobacillus casei – when you can call it what it really is: The
“Ultimate Gas Blocker” …
… Or remind the prospect he’s not taking the prostate herb called saw palmetto – but an amazing “Gotta Go”
controlling Godsend!
See what I mean?
Ok, here’s a 3rd trick to ooze benefit into everything you write:
Find ways to humanize the problems your prospect experiences.
For example …
Talk about how your knees “scream” when you bend …
… Your joints “forecast” temperature changes better than the weatherman …
… Or your back “goes out” more than you do!
Can you relate to that? You betcha!
Following these simple tips will make it easy for you to write about the benefits instead of features. And you’ll
be well on your way to producing kick-butt copy!
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How to Turn Features into Benefits