Trying to write advertising copy for your product or service? Find that it is falling flat? Sometimes all it takes is a shift in focus…

Features will only get you so far

It is easy to fall into the trap of listing your business’ features in your copywriting. What do I mean by features? These are your service or product’s qualities, characteristics and attributes. Let’s look at Mercedes Benz as an example.

Features of Mercedes Benz

Attributes:

• Sedans
• Coupes
• SUVs and wagons
• Convertibles
• Hybrid and electric

Characteristics and qualities:

• Luxurious
• Expensive
• High quality
• Innovative
• Award-winning
• State-of-the-art, brand new features

This list is by no means exhaustive; however, it gives you an idea of what I mean. While all of these points are important to a potential buyer on some level, they are not the main selling drivers. They are the supporting points. Sure, Mercedes Benz sells luxurious, innovative vehicles, but so what? Your buyer wants to know, “what’s in it for me?”

Benefits will take you the distance

The answer is in the benefits. These are what your audience truly cares about. By translating your features into benefits, you are helping the potential buyer to imagine both functional utility and how your product or service will make them feel. We can break benefits down into two main categories: Functional and emotional. However, it is the emotional benefits that your audience will care most about. Let’s take a look at the Mercedes Benz example again.

Driving a luxurious, expensive car is, in a way, a display of wealth and success. There is a certain cool factor associated with it, a display of confidence and pride.

Also let’s be real, driving an innovative and award-winning vehicle is fun. Definitely more fun than driving your mom’s old Honda Civic.

Finally, in driving a vehicle with so many state-of-the-art features, there is the implication of safety. Back-up cameras and collision prevention technology make you feel safe.

Benefits

Emotional:

• Pride
• Pleasure
• Confidence

Functional:

• Safety

Writing copy that focuses more on your benefits than your features will help your audience to truly visualize what your service or product can do for them. It helps you to connect with them on an emotional level. At the end of the day, you can shout your features from the rooftops, but it is the benefits that will stick.

Need help flushing out your product or service’s benefits? We can help! Email us to get started.