Copywriting: Turning Features Into Benefits

When copywriting, there's nothing like a well ordered list of product benefits to put the pop into a salesletter. Benefits are what give a salesletter its emotion appeal and close the sale, but this is something that even seasoned copywriters get wrong sometimes by using features instead of benefits.

Let's talk about the difference between benefits and features and then I'll show you how to turn a feature into a benefit.

Features are descriptions of a product and what it can do. Here are some examples:

- A knife that has a blade as sharp as a scalpel.

- A car that's automatically equipped with a global positioning system (GPS).

- Markers that only write on special paper.

- An all-natural cookie with only 10 calories.

- A software program that lets you access your computer remotely.

As you can see in each of the examples above, we're only talking about what a product is and what it can do -- boring!

No matter how hard you try to dress it up, there's just no way to make features exciting. They lack any sort of emotional appeal... And that's the key.

Benefits are very similar to features... perhaps that's why so many people confuse them. Benefits, unlike features, answer the question:

"What's in it for me?"

- That knife if sharp - why should I care?

- Why do I need a car with GPS?

- Why should I run out and buy markers that only write on special papers?

- What makes a 10 calorie cookie important to me?

- Who cares if you can access your computer remotely?

What's in it for me???

Now let's see if we can turn those features above into benefits:

- Scalpel-sharp knife guaranteed to precisely cut tomatoes for your favorite BLT, every time, without smashing it.

- GPS on every car so you'll never be lost again.

- Markers only work on special paper, not on walls, clothes, carpet, etc. So turn your kids loose to color without worrying.

- All-natural, 10 calories cookies so you can eat as many as you like and still maintain your healthly lifestyle and weight.

- Access your computer remotely and never be pulled back into work again... after all, it's your time!

You see, no sweat.

Okay, some of those are a bit cheesy, but the examples above give you a good idea how to turn the features of your product into great benefits -- without the cheese, of course.

So, when you're ready to write your own salesletter, you might want to approach it like this:

1. Make a list of product features.

2. Look at each feature on your list and ask yourself, "What's in it for me?" or "Why should I care?"

3. Use the answer to create a great benefit with as much emotion as possible.

4. Write a bullet for each benefit you come up with that includes both the feature and the benefits for maximum impact.

Not too difficult, huh?

Just remember, it's the emotional appeal that will ultimately close the sale on your product. People don't just buy products, they buy products that solve problems for them.

Wrap your features in a warm blanket of benefits and you're sure to increase your sales.