Turn features into benefits & watch your results improve dramatically overnight.
Communicating in benefits is one of the most important writing techniques inside any advertising formula. It doesn’t matter whether you are writing an ad, a sales letter, a brochure or communicating with a potential customer face-to-face, explaining the benefits of your product or service is a critical part of the formula.
Important Things to Consider When Communicating Benefits
ONE: List ONLY benefits that are relevant to the core needs of the buyer:
let’s say you are expecting a baby and you want to buy a pram. The things that are really important to you are:
- Easy to dismantle and erect so you can save time and hassles
- Fit in the boot of a small car so you won’t need to buy a new car to house your pram
- Strong wheel locking mechanism to ensure the pram won’t move and your baby will stay safe
- Lots of storage space for nappies and shopping so you can go shopping without worrying about how you’re going to carry everything home
- Adjustable for newborns and toddlers so you can save money because you don’t need to buy a new pram when your baby reaches 12 months
- Affordable… good value for money
Let’s say that the key needs of the potential customer are convenience and safety. If these things are important to you, would the following benefit also interest you?
“The pram is completely waterproof and has collapsible wheels and an in-built-sail so you can also sail it across a lake or a pond. The ultimate solution for the outdoors person”.
Of course, it wouldn’t. The example is a little ridiculous but it does illustrate the importance of knowing what drives your buyer and then which of your product’s benefits are likely to have the biggest impact on that potential customer.
If a mother is looking for a pram that offers convenience and safety at an affordable price, she isn’t going to be interested in a high-tech solution that puts the baby’s life in jeopardy.
TWO: List most important benefits first
Once you write down your list of features and benefits make sure you then prioritise them in order of importance to the customer. Feature the benefits that are most important, at the top of the ad or sales letter, and the ones that are least important towards the bottom of the piece.
Here’s how to do that…
- Think about your customer – who they are, what’s important to them, what are their key buying motives and so on.
- Based on their buying motives – which features and benefits are MOST important to them?
- And which of these benefits makes your product/service – stand out head and shoulders above the competition? If you have a Unique Selling Proposition (USP) that gives you an amazing edge in the marketplace (and assuming that USP offers a major benefit to your customer too, feature the USP first.