Writers, stop talking about features in your product reviews. Do this instead!
Because only die-hard geeks read tech specs.
6.1-inch (diagonal) all-screen OLED display
2532-by-1170-pixel resolution at 460 point
How exciting is that?
This is how Apple describes the screen of its flagship phone, iPhone 12 Pro, for the geeks who really want to dive deep into the tech specs.
Now, how about this?
How do you make our brightest display even better? Make it bigger. A new design with flat edges and our flexible custom OLED allowed us to push the screen’s amazing color, brightness, and contrast right to the very edge.
The first example is a feature list. The second is a benefit, followed by an exciting description.
Apple knows exactly how to hook users by showcasing sexy products alongside irresistible copy. The Apple fans who want the nitty-gritty will delve into the tech specs.
Lesson learned: When creating marketing copy, focus on benefits, not features.
Why?
Because no matter how phenomenal the features of your product or service are— with so many numbers, units and technical details, most visitors will find them irrelevant…
That’s where benefits come into play.
While features describe what the product/service is, benefits tell your audience how the product/service can help them, or what’s in it for them.
Turn each major feature into a benefit by rephrasing it using emotions, active language and evoking passion.
Need inspiration?
Look at any successful ad, sales letter or promotional email and you’ll find a list of benefits.
So use benefits to your advantage and reap the benefits.
After all, if it works for Apple it should work for you too!
