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Benefits, not features

by JaySchmidt
9 replies
Experts on persuasive writing always tell us to communicate the benefits of whatever we're trying to sell (not the features).

They say, "You buy a drill bit not because you want a drill bit, but because you want a hole."

For some other examples of this 'benefit not feature' style of writing, check out Amazon's "Today's Deals" page. They don't let you know in advance which items are for sale on any given day. But at the start of each day they do list the benefits you'll enjoy if you buy the item(s).


Here are today's examples:
  1. Beat the heat this summer with this deal, guaranteed to make a splash with your friends and family.
  2. Get through airport security quickly with this laptop bag.
  3. This universal tailgate light bar is sure to get your truck noticed.
  4. Create and animate at home with ease.
So there you have it! Amazon's writers are walking the walk by distilling their message down to a single, irresistible benefit.

They sure do know how to sell.
#benefits #features
  • Profile picture of the author GrantFreeman
    That's great advice. Never thought of using Amazon like you do.

    Reader's Digest headlines, and about any headline from Early To Rise are useful too.

    Hmmm... who was it that said:

    "Benefits exist in the head and the heart. Everything else is a feature"

    The headlines are great because they strike an emotional chime in the readers head. That chime triggers an image or plays a "mental movie" that means something deeper to the prospect.

    -Grant
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  • Profile picture of the author coolmoss
    Hi,

    Thanks for the tip

    Another good use of Amazon, is headline/title ideas, i've managed to get some great titles from book titles in Amazon!

    Coolmoss!
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  • Profile picture of the author Dustin Bow
    Originally Posted by JaySchmidt View Post

    Here are today's examples:
    1. Beat the heat this summer with this deal, guaranteed to make a splash with your friends and family.
    2. Get through airport security quickly with this laptop bag.
    3. This universal tailgate light bar is sure to get your truck noticed.
    4. Create and animate at home with ease..
    These are great - thank you for the Amazon tip.

    This was a concept that was really tough for me to get my noodle wrapped around in the beginning.

    Another great resource for finding pithy, engaging headlines are the Cosmo type of magazines. They're masters of this. Just check out how many headlines are on the cover - 5, maybe 6 crammed on there!
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  • Profile picture of the author Shaleniie Devi
    Wow thanks for this tip Jay.

    Have never really looked at the 'Today's Deal's section much, but I should be paying closer attention to it now.

    The examples you gave are pretty well-worded benefits.

    Thanks again Jay


    -Shaleniie
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    • Profile picture of the author JohnMcCabe
      Nice tip... Thanks.

      BTW, I was working on a repair the other day, and I broke a drill bit. When I went to put the tools away, that empty space in the case nagged at me. Finally, I drove down to the hardware store, and the clerk asked if he could help me.

      I said, "You won't believe this, but I have a hole and I want to buy a drill bit..."
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      • Profile picture of the author Neil Morgan
        I've always used the "So What?" method.

        Meaning, when you list a feature or even a benefit, imagine your unconvinced prospect saying "So what?" then you have to explain a bit more about how it's going to benefit them.

        Then imagine they say "So what?" to that reply.

        Do that a few times and you'll end up with a much more powerful benefit that really gets to the heart of your prospect's need who's actually only interested in one thing - what's in it for them.

        Simple but effective.

        Cheers,

        Neil
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        • Profile picture of the author LilBlackDress
          Originally Posted by Neil Morgan View Post

          I've always used the "So What?" method.

          Meaning, when you list a feature or even a benefit, imagine your unconvinced prospect saying "So what?" then you have to explain a bit more about how it's going to benefit them.

          Then imagine they say "So what?" to that reply.

          Do that a few times and you'll end up with a much more powerful benefit that really gets to the heart of your prospect's need who's actually only interested in one thing - what's in it for them.

          Simple but effective.

          Cheers,

          Neil

          This is an interesting way to do it. I can see where that could really get to the heart of the matter and pull out the core benefits. I will try it on my next product review. Thanks Neil.
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  • Profile picture of the author dave147
    People respond in different ways...yes more respond to benefits than features. I wonder would they do better with a kind of an 80/20 rule? as in... 80% benefits 20% features...just to grab the attention of those feature driven prospects???
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  • Profile picture of the author LilBlackDress
    Originally Posted by JaySchmidt View Post

    Experts on persuasive writing always tell us to communicate the benefits of whatever we're trying to sell (not the features).

    They say, "You buy a drill bit not because you want a drill bit, but because you want a hole."

    For some other examples of this 'benefit not feature' style of writing, check out Amazon's "Today's Deals" page. They don't let you know in advance which items are for sale on any given day. But at the start of each day they do list the benefits you'll enjoy if you buy the item(s).


    Here are today's examples:
    1. Beat the heat this summer with this deal, guaranteed to make a splash with your friends and family.
    2. Get through airport security quickly with this laptop bag.
    3. This universal tailgate light bar is sure to get your truck noticed.
    4. Create and animate at home with ease.
    So there you have it! Amazon's writers are walking the walk by distilling their message down to a single, irresistible benefit.

    They sure do know how to sell.
    Very nice tip Jay. Thanks!
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    Pen Name + 8 eBooks + social media sites 4 SALE - PM me (evergreen beauty niche)

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