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I like features...

by MissLauraCatella
15 replies
*hides*

When I'm in shopping mode, and am reading copy, I scan for features. I especially do this with IM stuff, so I can get a sense of what I figure a product "really" is.

Like, if I see that something has a directory of 75,000 somethings that I need I'm like, whoa, cool, that's a lot of somethings! Features do work very well on me sometimes.

So, yep. Here's my shout out to compelling features, as a shopper. But, now that I think of it, features probably work best when one already knows the benefit of them.

And if one isn't so keen on the benefit of a feature, in swoops the copywriter to artfully draw one into the other.
#features
  • Profile picture of the author Alex Cohen
    Originally Posted by bambii View Post

    *hides*

    When I'm in shopping mode, and am reading copy, I scan for features. I especially do this with IM stuff, so I can get a sense of what I figure a product "really" is.

    Like, if I see that something has a directory of 75,000 somethings that I need I'm like, whoa, cool, that's a lot of somethings! Features do work very well on me sometimes.

    So, yep. Here's my shout out to compelling features, as a shopper. But, now that I think of it, features probably work best when one already knows the benefit of them.

    And if one isn't so keen on the benefit of a feature, in swoops the copywriter to artfully draw one into the other.
    Of course you like features... we all do. They give us a place to hang our logical hats.

    Alex
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  • Profile picture of the author Daniel Scott
    Let me put it like this...

    Say I offer you a $50 note, no strings attached.

    You'd jump on that, right?

    But it's not the money you're interested in...

    After all... it's just a bit of paper (although here we have plastic in ours so they can safely go through the wash).

    What you're really interested in is what you can GET with that money.

    Features and benefits work the same way. In some instances, people will "get" the connection pretty quick...

    ...but it's almost always a good idea to mention it anyway.

    There ARE some exceptions, though. Sometimes people do things for one reason officially but the REAL reason is deeper. Pointing out the real reason/benefit can make them defensive and kill the sale.

    It doesn't happen often, but it can happen.

    That's why copywriters always mention features AND benefits. As Alex alluded to, one appeals to the emotional side of the brain... while another appeals to the logical.

    Dig?

    -Daniel
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    • Profile picture of the author MissLauraCatella
      I do dig! Great response Daniel, Thanks

      Originally Posted by Daniel Scott View Post

      Let me put it like this...

      Say I offer you a $50 note, no strings attached.

      You'd jump on that, right?

      But it's not the money you're interested in...

      After all... it's just a bit of paper (although here we have plastic in ours so they can safely go through the wash).

      What you're really interested in is what you can GET with that money.

      Features and benefits work the same way. In some instances, people will "get" the connection pretty quick...

      ...but it's almost always a good idea to mention it anyway.

      There ARE some exceptions, though. Sometimes people do things for one reason officially but the REAL reason is deeper. Pointing out the real reason/benefit can make them defensive and kill the sale.

      It doesn't happen often, but it can happen.

      That's why copywriters always mention features AND benefits. As Alex alluded to, one appeals to the emotional side of the brain... while another appeals to the logical.

      Dig?

      -Daniel
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  • Profile picture of the author BrianMcLeod
    Benefits are what make the outside world
    disappear as your eyes meld into the copy,
    absorbed by what you're reading.

    Features are what you run down to your
    asshole brother in law Larry when he calls
    you a dumbass for buying whatever you
    bought for however much you paid.

    : )
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    Brian McLeod
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  • Profile picture of the author Stephen Dean
    Originally Posted by bambii View Post

    But, now that I think of it, features probably work best when one already knows the benefit of them.
    Precisely, "benefits" shrink back down closer to "features" when the audience is more aware. So you're most likely highly aware of the products when you start searching for features.

    For example, if you know a lot about computers the term "dual processor" might shout out at you - that's a feature.

    If the audience knows less about computers, the copywriter might not want to point to the words "dual processor," but instead that you won't ever have to wait for you PC to act because it's lightning quick. (And even from there, the real benefit is what that extra speed will help you do. And again, that depends on the audience.)

    And finally - if the audience is from 1979 and knows nothing about computers, pointing out that it has a dual processor or that it's lightning fast is meaningless. The product is completely new to the market, so you'd want to focus on different features/benefits all together.

    Cheers,
    Stephen Dean
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  • Profile picture of the author Rezbi
    How do you feel about those features?

    How do you feel about the benefits of those features?

    It boils down to how you feel - your emotions.
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    • Profile picture of the author Ashley Gable
      They way I always seem to behave is, once I am "sold" on a certain widget by the benefits, I then go into feature mode.

      When I bought my first laptop I ended up spending double what I planned. I was sold on the idea of a laptop, and once I knew I was going to get one, I then became obsessed with RAM and multiple other things I know nothing about.

      I still cant really tell you what RAM is for, but because this one had 2 more GB than the other one, or more this feature or that feature, I ended up getting it.

      So really, I guess I am still buying because of the benefits, the features list just lets me know there is more of the said benefit.
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      • Profile picture of the author MissLauraCatella
        Ohhh laptop buying. I'm in the process of buying a laptop right now and my price keeps increasing as I grow more features-obsessed, just like you said.

        But then I do dig further and learn exactly why I want 16 GB of expandable RAM and a non-integrated video card. Then bam, $1,000 minimum lol. But researching all of that stuff is the fun part of shopping for me.


        Originally Posted by Ashley Gable View Post

        They way I always seem to behave is, once I am "sold" on a certain widget by the benefits, I then go into feature mode.

        When I bought my first laptop I ended up spending double what I planned. I was sold on the idea of a laptop, and once I knew I was going to get one, I then became obsessed with RAM and multiple other things I know nothing about.

        I still cant really tell you what RAM is for, but because this one had 2 more GB than the other one, or more this feature or that feature, I ended up getting it.

        So really, I guess I am still buying because of the benefits, the features list just lets me know there is more of the said benefit.
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        • Profile picture of the author Rezbi
          Originally Posted by bambii View Post

          Ohhh laptop buying. I'm in the process of buying a laptop right now and my price keeps increasing as I grow more features-obsessed, just like you said.

          But then I do dig further and learn exactly why I want 16 GB of expandable RAM and a non-integrated video card. Then bam, $1,000 minimum lol. But researching all of that stuff is the fun part of shopping for me.
          So tell me, what exactly can you do with "16 GB of expandable RAM and a non-integrated video card"?

          And why is that specification so attractive to you, hmm?

          (Picture me sitting with my fingers interlaced, waiting for you to reply)
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  • Profile picture of the author MissLauraCatella
    I need that RAM for multitasking. I tend to have so many programs and windows going at once and it makes my current computer cringe. I need power, baby!

    Instant loading time. NO waiting. Maximum performance.

    It's making my heart race just writing about it. No joke.

    And I edit videos and my current computer (rest its soul, it's served me well) just dies when I edit videos, it's awful. Plus, I game occasionally. So yes, graphics powerhouse please!

    That was fun, thanks for asking
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    • Profile picture of the author Rezbi
      Originally Posted by bambii View Post

      I need that RAM for multitasking. I tend to have so many programs and windows going at once and it makes my current computer cringe. I need power, baby!

      Instant loading time. NO waiting. Maximum performance.

      It's making my heart race just writing about it. No joke.

      And I edit videos and my current computer (rest its soul, it's served me well) just dies when I edit videos, it's awful. Plus, I game occasionally. So yes, graphics powerhouse please!

      That was fun, thanks for asking
      So the benefits are:
      1. Instant loading time, so NO waiting (Waiting sucks, don't it?).
      2. You play games so it enhances the graphics which enhances your enjoyment of the game.
      3. It makes your heart race (better than cocaine, would you say?)

      Sounds like pretty good benefits to me.

      Although I'm sure we could drill down further and get more than that, but who needs it? You're already convinced.
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  • Profile picture of the author traderbenji
    I tend to use the "what this means for you..." line, that way I cover both the features and benefits,

    For example, in a transaction with money, here is $50, what that means for you is you can take your partner out to dinner (a doing thing, people can imagine doing things like this) and what that means for you is you and your partner will have a good time and your partner will feel love and gratitude towards you (emotions start to come in) and what that means for you is you are going to have a great night.... I could go on....

    As the famous Denny Crane said "if I was losing in my closing I'd just keep going. I wouldn't sit until I was sure I had it. Just wear 'em down."
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  • Profile picture of the author Cam Connor
    Originally Posted by bambii View Post

    *hides*

    When I'm in shopping mode, and am reading copy, I scan for features. I especially do this with IM stuff, so I can get a sense of what I figure a product "really" is.

    Like, if I see that something has a directory of 75,000 somethings that I need I'm like, whoa, cool, that's a lot of somethings! Features do work very well on me sometimes.

    So, yep. Here's my shout out to compelling features, as a shopper. But, now that I think of it, features probably work best when one already knows the benefit of them.

    And if one isn't so keen on the benefit of a feature, in swoops the copywriter to artfully draw one into the other.
    Features are only good, as you say, if your end-user already knows the benefits, and even if they do, you can always paint it in a more-compelling way for them.
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  • Profile picture of the author jonnytechinc
    You have to know what you want the machine to do for your your first. Then figure out what software will do it and the needs of that software. Too much machine is just that... too much. Wasted money on an unused capability.

    But then we all have brother in laws that need explaining to.
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