When it comes to business advertising, one mistake many new marketers make if is to tell the prospect about the features of the product rather than the benefits. When a potential customer reads the product descriptions, they have a very narrow view that is in keeping with expectations.

Many customers ask themselves “how is this product going to benefit me?” Your job is to tell them how this product will meet their specific needs, desires, and expectations.



Before we continue, we should distinguish the difference between features and benefits, as many people often get these confused.
What we mean by features is the details and descriptions of the qualities a product processes. For example, “ XYZ tires are made from extreme composite rubber” or “…this database has a built in data mining system”. Remember, the customer has specific emotional triggers based on their expectations. If the customer needs a ladder to reach a very tall place their expectations are that the latter they choose will be tall, stable, durable and good value for money. Need to meet those expectations and exceed them. For example if you are marketing a ladder to this customer you may say something like.

“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!”

Which is far more enticing than…

“Our ladders frame is made from lightweight durable steel alloy”

I am sure you see the point here. I see all too often people telling you about specifics in regards to a product they are promoting, and just this one simple change to your advertising can produce tremendous results and boost responses dramatically.

Another example I often use to highlight this point is if you are selling an expensive watch. You wouldn’t tell your prospective customer that the face is 2 inches in diameter and the band is made of leather would you?

You would show the customer 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.

Incidentally, did you notice how I brought up not squinting as a benefit? Does that sound like a silly benefit? Not if you are selling to affluent baby boomers suffering from degrading vision. They probably hate it when someone they’re trying to impress sees them squint in order to read something. It’s all part of their inner desire, which you need to discover. And which even they may not know about. That is, until you show them a better way.

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.

So next time you writing some ad copy, make sure you are thinking about what your customer needs, wants, and desires, then sell them the benefits not the features.