Generate Features vs. Benefits Sales Copy

A feature is a part of your product or service, while a benefit is the positive impact it has on your customer.

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Generate Features vs. Benefits Sales Copy

Generate Features vs. Benefits Sales Copy

Excellent product descriptions use a feature-benefit model to make everything from chalk to cheese a must-have. But what are features vs. benefits, and how are they different from one another? If you need help turning features into benefits, give INK's Generate Features vs. Benefits Sales Copy tool a try.

Transform features into benefits and boost your potential conversion rate with the INK's Generate Features vs. Benefits Sales Copy tool.

Main Features vs. Benefits Takeaways:

  • Product features are facts about your product: dimensions, color, material, etc.
  • Product benefits describe why features matter
  • Great product descriptions include both features and benefits
  • Define your target customer before you begin writing product descriptions
  • Make PD text snackable to avoid overwhelming the customer
  • Include product feature vs. benefit bullets to recap key points

What makes an engaging product description? Is there some magic behind high-performing copy, or can anyone create great marketing text? What about features vs. benefits? What are features, and what are benefits — and are they interchangeable?

Compelling descriptions have a few things in common: they’re clear, they’re reasonably concise, and they showcase product features and benefits.

We’ll begin this how-to with a definition of product features, and then we’ll talk about the difference between features and benefits. Finally, we’ll review a few benefits and features examples and show you how to write stellar product descriptions.

What Are Product Features?

Product features are your product’s attributes — facts about your product. Let’s take a pair of jeans, for instance. Its features might include:

  • Double-stitched seams
  • Reinforced knees
  • 100% cotton construction
  • A zip fly
  • Relaxed fit

These jeans are blue — and that’s a feature. They’re also made in America from eco-friendly organic cotton — both features. Features are standalone qualities, and by themselves, they don’t sell products. What does, then? Well, that’s where benefits come in.

What Is the Difference Between Features And Benefits Of a Product?

What Is the Difference Between Features And Benefits Of a Product?

What Is the Difference Between Features And Benefits Of a Product?

Need product features and benefits examples? First of all, benefits aren’t the same as features. Instead, benefits explain why features matter. Let’s go back to those blue jeans for a moment and pair features with benefits to show you what we mean:

  • Double-stitched seams: Jeans don’t fall apart
  • Reinforced knees: Jeans last longer, even in rugged conditions
  • 100% cotton construction: Hardwearing, machine washable, hypoallergenic and durable
  • A zip fly: Quick and easy to fasten
  • Relaxed fit: Jeans are comfortable to wear

Once again, benefits alone don’t sell products — at least, not very efficiently. Features create a factual bedrock; benefits build on that foundation.

What Are Examples Of Product Features?

Need a few more feature examples? Let’s travel beyond clothing and look at some other products. Like these, for instance:

  • Table: Measures 45” by 33” by 31”; made of solid oak; has an extra leaf
  • Mug: Holds 16 oz of liquid; stoneware; dragonfly motif
  • Microwave: 1000 W power rating; doubles as a regular mini-oven; programmed food settings
  • Car: 0-60 mph in 5.4 seconds; 19-inch alloy wheels; 18.8 cubic foot trunk
  • Doll: 18 inches high; clothing included; eyes open and close

What Are Examples Of Product Benefits?

Pretty clear on features? Let’s see the same products again, and this time, we’ll review benefits:

  • Table: Ideal for the kitchen; sturdy construction; ideal for guests
  • Mug: Holds a lot of coffee; stronger than porcelain; pretty to look at
  • Microwave: Cooks food quickly; also bakes cookies; reheat meals at the touch of a button
  • Car: An exciting ride; stylish design; large trunk for groceries and trips to the mall
  • Doll: Kids love a bigger doll; ready to play with; she “sleeps” and “wakes”

Should You Sell Features Or Benefits?

By themselves, features don’t sell products — but then again, neither do benefits. So should you sell features or benefits? In short, you need to sell both aspects of a product — and here’s why.

Features and benefits both determine your product’s price. Features — cold, hard facts — provide a baseline. Benefits add perceived value. We can see this type of dynamic at work in many industries. Let’s circle back to denim again for a moment: Levis and off-brand jeans are both pants, but Levis sell at a premium. Why, if off-brand jeans are made just as well? Because of the Levis brand name.

Brand names aren’t the only benefits on the block. For example, imagine you have a flashlight in your left hand and another flashlight in your right hand. Both flashlights look identical, but one of them is rechargeable. That’s a great feature because (and here’s the benefit) it means the customer doesn't need to buy batteries. Most consumers pay more for that type of convenience.

Effective product descriptions and advertorials tell stories based on benefits and refer to features — facts — as they go along. The better the story, the more you can demand for your product.

Features vs. Benefits: How To Write Great Product Descriptions

Features vs. Benefits: How To Write Great Product Descriptions

Features vs. Benefits: How To Write Great Product Descriptions

So, how do you blend product features with benefits in a description? It’s not as hard as you think. Stick to the following nine rules to create revenue-boosting descriptions you can feel proud of:

1: Learn About Your Target Audience

What’s your target demographic? If you don’t know the answer, figure it out before you begin to write. Define your customer; create a clear buyer persona (an example of your perfect customer), and create your copy accordingly.

2: Stay Natural

Avoid overly formal language. Instead, use a conversational tone — imagine you’re trying to describe your product to a friend rather than a customer. Don’t make big, bold claims, and don’t resort to fluff.

3: Focus on Benefits First

Forget about features vs. benefits for a moment — both are equally important. Instead, begin with benefits and weave features into your copy.

4: Make It Snackable

Don’t write an overwhelming wall of text. Instead, keep paragraphs short — between two and four sentences a piece — to avoid overwhelming readers.

5: Tell a Story

Everyone loves a good story. Tell your customer why your product stands out and how it makes life easier — or more fun. Tap into your potential customers’ emotions, define a problem and promote your product or service as the ultimate solution.

6: Write With Authority

You’re the expert here. Use powerful language to convey authority without going overboard. For example, words and phrases like amazing, happy, miracle, faith, daring, courage, hero, and jaw-dropping provide embellishment.

7: Use SEO Tactics

Don’t forget SEO. Before you begin writing, perform research to figure out the best primary keywords and related phrases to use. Then, slip them into your copy to boost your search engine ranking.

8: Include Great Images

Crisp, clear images help sell products. Make sure you use high-quality photos or CGI mock-ups to amplify your descriptions.

9: Don’t Forget the Bullets

Before you step away, recap product features vs. benefits in a series of on-point bullets. These can be short and snappy — you just want to remind the customer why your product rocks.

Recapping Features vs. Benefits

Effective product descriptions simultaneously convey information and tell the customer a story. Copywriting isn’t a "features versus benefits" thing — instead, you begin with benefits and use features as backup “evidence.” Keep paragraphs short to break up your text, and insert keywords as you go along. Oh, and bring products to life with great images.

Want to create great PDs in a hurry? Use INK's Generate Features vs. Benefits Sales Copy tool to turn product features into benefits in a flash.