Mark Blasini


Features vs. benefits


In case you have a hard time with this, here's a general rule of thumb:

Features refer to what your product or service is, does, or can do. An apple red convertible that can go from 0-60 in 6 seconds.

Benefits refer to what your product or service allowsyouto do. Drive super-fast, look classy in the driver's seat, enjoy the wind in your face, etc.

When writing copy, always write benefits as the answer to the question: what does this allow my customer to do?In the end, that's what your customer wants: not happiness, not satisfaction, but power. Control. They want to be able todosomething.

Another rule of thumb: if your benefit statement sounds boring to you, then in all likelihood it will sound boring to your customer. Your product or service can be simple, but it should always be interesting (to you and your customer).