Benefits are dead, long live the features

For those of you that don’t use your language skills to manipulate delicate minds, features and benefits is a technique used to describe products. Features describe its attributes and benefits demonstrate how it will change the life of the soon-to-be customer.

For years we’ve been told to sell the benefits, not the features. Don’t sell the mattress, sell the good night’s sleep. People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.

But digital marketing has changed the rules and given the consumer an opportunity to click away as soon as they smell bullshit. As a result we need to write subtler benefits or, just sell the features.

Benefits are dead

1. Benefits assume your customers are similar
Unless you’re describing many features of just one benefit, you’ll need to select a few standout benefits of each feature, tricky unless you know your customer’s buying triggers.

2. Benefits worked in print, but not with digital
In print you’ve got time to blow smoke up your customer’s arse because you’re the only advert on the page. Online marketing needs a quicker hook to keep them interested.

3. Poorly written benefits treat your customer like an idiot.
I am well aware that I am buying an 8th pair of brogues because my boyfriend hasn’t called. Please don’t acknowledge this fact and we can all get along.

Long live the features

1. Features are easier to write
To write benefits you need to get under the skin of your customer. To do that needs lots of research and a sophisticated writer. Features, sans puffery, are easier to write.

2. Features assume your customers are smart
Matter-of-fact, bullshit free descriptions of what your product does allows your customer to draw their own conclusions on how it’ll benefit them.

3. Features are easier to search
Comparison sites give buyers the opportunity to slice a product in many different ways and compare based on what they consider valuable. Mimic the technique on your site and you’re dancing.

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