Features vs. Benefits (in today’s techie culture)

As marketers, we struggle more than ever with translating features into benefits. One way to think of it is: “Features Tell and Benefits Sell.”

A feature is WHAT your product, service or community has or does. The benefit is WHY the feature is important to the person you are communicating with. It really isn’t any harder than this.

So why is most advertising so feature focused? Is it because we’re so tech savvy in today’s multi-device culture? Does it seem like copy is typically written from the wrong perspective to begin with now (focusing on apps, upgrades and delivery etc.)
Great copy is authored from the target audience’s perspective, (not the company’s viewpoint.) It is important to really understand what matters most to your audience.

Maybe think of features as more of a supportive role. Reasons to believe your stated benefit is true. Benefits get your target audience excited about your brand promise and emotionally involved.
Features are important. However, benefits create desire.

Tags | features benefits tell sell what why brand promise