Emphasize Benefits Not Features

Emphasize Benefits Not Features



Emphasize Benefits,Not Features
What are features? They are descriptions of​ what qualities a​ product possesses.
· The XYZ car delivers 55 miles per gallon​ in​ the city.
· Our ladder’s frame is​ made from a​ lightweight durable steel alloy.
· Our glue is​ protected by a​ patent.
and​ what are benefits? They are what those features mean to​ your​ prospects.
· You’ll save money on​ gas and​ cut down on​ environmental pollutants when you​ use our energy saving high-performance hybrid car .​
Plus, you’ll feel the extra oomph when you’re passing cars, courtesy of​ the efficient electric motor, which they don’t have!
· Lightweight durable steel-alloy frame means you’ll be able to​ take it​ with you​ with ease, and​ use it​ in​ places most other ladders can’t go, while still supporting up to​ 800 pounds .​
No more backaches lugging around that heavy ladder .​
and​ it’ll last for​ 150 years, so you’ll never need to​ buy another ladder again!
· Patent-protected glue ensures you​ can use it​ on​ wood, plastic, metal, ceramic, glass, and​ tile…without messy cleanup and​ without ever having to​ re-glue it​ again—guaranteed!
if​ you​ were selling an​ expensive watch, you​ wouldn’t tell your​ reader that the face is​ 2 inches in​ diameter and​ the band​ is​ made of​ leather .​
you​ show him how the extra-large face will tell him the time at​ a​ glance .​
No sir! He won’t have to​ squint and​ look foolish to​ everyone around him trying to​ read this​ magnificent timepiece .​
and​ how about the way he’ll project success and​ charisma when he wears the beautiful gold watch with its handcrafted custom leather band? How his lover will find him irresistible when he’s all dressed up to​ go out, wearing the watch .​
Or how the watch’s status and​ beauty will attract the ladies.
The point is​ to​ address the benefits of​ the product, not its features .​
and​ when you​ do that, you’re focusing on​ your​ reader and​ his interests, his desires .​
The trick is​ to​ highlight those specific benefits (and​ word them correctly) that push your​ reader’s emotional hot buttons.




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