Copywriting 101: Features vs. Benefits (And How to Know the Difference)

Copywriting 101: Features vs. Benefits (And How to Know the Difference)

If there’s one thing that confuses and frustrates new (and even seasoned) copywriters it’s the not-always-obvious features and benefits.
We want to share all the great things about our new coaching program, so we say things like:
• 6-week self-study course
• Includes workbooks and live training
• Members’ only discounts
While these are all good points, they’re pretty bland. That’s because they’re features, not benefits. They tell us about the program but not why we should buy it.
Benefits, on the other hand, tell us the “so what” of features.
“6-week self-study course.” So what? Why should your reader care?
• Because she’s busy and needs to work on her own schedule, not yours.
• Because she’s already studied shorter, less comprehensive courses and needs more in-depth information.
• Because she prefers to learn on her own, not in a group.
“Includes workbooks and live training.” So what? What are the benefits of workbooks and live training?
• Your student can put what she learns into action with workbooks.
• She can get her specific questions answered during live training.
• She can work through complex issues with the help of the group.
As you can see, benefits go much further than simple attributes, such as length and format. They show your prospective client not only what’s in the program, but why the product is exactly right for her, at this specific moment in her life and career.
Features and benefits work together in sales copy as two halves of a statement, like this:
“6-week self-study course so you can learn at your own pace, when it’s convenient for you.”
In fact, this powerful feature/benefit combo is often the basis for the bullet points you see in sales copy, and the format of them makes them easy to write, too.
Simply list all the features of your product, then for each one, ask yourself “Why?” Why should the reader care? But don’t stop there. Dig deeper to uncover “the why behind the why” and you’ll soon be crafting truly irresistible sales pages that convert far better than you expect. In the above example, the why behind the why might be, “so you don’t have to spend family time on webinars that have been scheduled to benefit someone else.”
Now not only is your prospective client working at her own pace, but she’s also freeing up time to spend with her family. That’s a great benefit she won’t find with most courses.
It’s easy to list all the features of your product or coaching program, but far more difficult to uncover the benefits that will drive sales. When you truly understand the difference though, it will become easier, and your sales will reflect the change in your copy.



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25 Comments on "Basic SEO Tips For Your Blog Posts"

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    Chrissy
    May 7, 2011 Reply

    Ok this is my Sunday project! Oh and hey dork face

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    Angel
    May 7, 2011 Reply

    I LOVE this. Thanks so much. I can’t get over this feeling that I have that you’re so “unsung”. Like seriously. You have so much knowledge and people don’t even know it. I can so see you teaching this virtually to small businesses, world wide. Like you’d be sitting wherever you are now now, live, walking people through this, step by step. Man. I would love to see that. Please let me know of anything I can do to help you make that happen. I’d just love to see it.

    Oh, did I say I LOVE WordPress, too. Right now, my blog looks much like an amorphous mess. I need to tweak SO MUCH, but I’m getting there. You make me know I can with posts like this. You inspire me to GREATNESS!!!!

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      Vanita
      May 7, 2011 Reply

      well lady this is only the basics. you have a wordpress blog. that means plugins for seo like crazy. my next post, i’m discussing two that are major and you can use.

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    Tracie
    May 7, 2011 Reply

    I’m going back over my posts to see how I can improve them. Thanks for this information.

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      Vanita
      May 7, 2011 Reply

      u r very welcome lady. thanks for the support

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    Eve
    May 8, 2011 Reply

    Not bad. I really think you need to create a series for SEO and blogging tips so they’re not so long lady! We talked about this at BBC yesterday. People LOVE series posts and it gives them a reason to come back and subscribe!

    Dude that last line shows me how tired you were…”get some kind of ROI on my investment..” LOL ROI=return on investment..on my investment. 🙂 Big hugs and kudos on finally using your mic. BUT….you should’ve emailed me because there are lots of apps for Mac that can do the recording and they’re FREE!! BTW, your voice is nice, not dorky at all!!! 🙂

    1. Face
      Vanita
      May 8, 2011 Reply

      what scares me about saying that there will be a series, is that i won’t find the time to do the follow ups.
      but again, this is just basic seo on the post side. there’s so much more and i already have the next post in mind!
      thanks Eve, you’re always a great help and i really do appreciate it.

      oh and r u kidding me? i was so tired that when i published the video i saw the double investment and i said fuggit.

  5. Face
    Eve
    May 8, 2011 Reply

    You should def vlog, people would love to see your pretty face!!
    Oh and before I forget….Happy Mother’s Day!!!!!

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    Matty
    May 9, 2011 Reply

    Well done Vanita.

    I have read so many posts on the “pro” blogs about SEO optimization, but being rather technically challenged, I don’t always understand. I have the basic concepts, but I don’t necessarily know how to go about doing it. What I really liked about your post and the corresponding video is that you broke it down and made it simple to understand for people like me. I appreciate your efforts in doing this, and I’m looking forward to more of your down-to-earth lessons.

    I have also been considering moving to WP, but I can barely figure out how to blog on blogger, let alone move it over to WP. But I love all the options you have on that platform.

    Nice voice my friend.

    Matty

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      Vanita
      May 9, 2011 Reply

      Matty, you’ve got a great site, i say move it to WP! There’s so much more that you can do. and the post i wrote was only the basics and applied to posts only. making your blogspot blog seo is more difficult than doing so with a WP blog. with blogspot you need to edit the html to seo the entire blog where as WP hands plugin that are user friendly. i’ll demonstrate in future posts.
      as for making it easy, i spent years breaking down technical specs to clients who were artists, so i get the importance and i know how techy those seo posts found online can be. I’m hoping to make mine easier for my fellow bloggers. i wouldn’t be helping if it’s hard to understand, ya’ know.

  7. Blog Exposure | Blogging
    May 28, 2011 Reply

    […] you read my recent post, Basic Blog Post SEO Tips? If not, be sure to head on over when you’re done reading here. We went over how to gain […]

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    Karen
    August 11, 2011 Reply

    yeah you are right about that. I have never heard of seo until I started blogging.

  9. Face
    saturn
    September 5, 2011 Reply

    Right now, my blog looks much like an amorphous mess. I need to tweak SO MUCH, but I’m getting there. You make me know I can with posts like this. You inspire me to GREATNESS!!!!

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    Website Designing Jodhpur
    September 8, 2011 Reply

    Nice tips. Thanks for sharing!!

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    Marivic
    September 10, 2011 Reply

    This is a wonderful information. TO be honest I haven’t have any idea about search engine and I’m glad to be able to read this wonderful information. Now its time for me to do some checking about my blog and see if it goes with the tips you mentioned here.

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      Vanita
      September 11, 2011 Reply

      thank you for stopping by. if you’re on wordpress you’re good to go with simple plugins and one page techniques.

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    Techtools
    September 14, 2011 Reply

    how many back links require Google Page rank 4?

  13. Face
    Micah Liam
    September 16, 2011 Reply

    Its really great article and great information about the SEO of a blog. Its really awesome work Dear.
    ———————————-
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    nayumigrante
    September 19, 2011 Reply

    Very decent post.. And you have a very attractive theme.. Keep up the good work.. 🙂

  15. Face
    diamond56
    October 24, 2011 Reply

    This is a wonderful information. TO be honest I haven’t have any idea about search engine and I’m glad to be able to read this wonderful information. Now its time for me to do some checking about my blog and see if it goes with the tips you mentioned here.

  16. Face
    Sara Angel
    November 5, 2011 Reply

    how many back links require for getting page rank of my blog http://magnifyingglassonline.com and i like your post.

  17. Face
    darknight0506
    November 8, 2011 Reply

    This is a wonderful information. TO be honest I haven’t have any idea about search engine and I’m glad to be able to read this wonderful information. | 😛

  18. Face
    Kaz
    November 24, 2011 Reply

    oh great info! i’m a newbie so this is a big help for me. thanks!

  19. Face
    poribanbanu
    January 3, 2012 Reply

    I enjoy your site – I would like to talk with you about buying ad space here granted you do that. Hit me up at the email I provided and we can talk about, thanks mate.

  20. Face
    Seo Services
    January 7, 2012 Reply

    I enjoyed this blog really amazing now i usually used it….


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