The Beauty of Benefits in Your Copy
One of the first things I learned when I started my copywriting journey is the effectiveness of benefits over features.
What does that mean?
Most clients love a great feature and want to use it to sell their product or service. They like words such as “New!” or “Improved!” to appeal to their audience.
And some people will be drawn in because of those words.
However…
A benefit will entice your audience on a deeper level.
Because a benefit solves a problem your customer did not even know they had. A benefit hits on a pain point and offers a solution. Nice!
Let’s dive in with some concrete examples.
You’re browsing through the beauty aisle of your favorite retailer and see a jar of face cream boldly stating New Formula - Now with Hyaluronic Acid
That, my friend, is a feature. The brand is featuring a new formula for the consumer to be impressed with.
But, the real question is why should you care about a new formula or hyaluronic acid?
Because hyaluronic acid provides flexibility and intense moisture to your skin, which can help reduce wrinkles and lines and even help with scarring. (The Cleveland Clinic, 2022)
Isn’t that the information you would want to know when buying a skin product? So, let’s try turning that feature into a benefit.
Take Years Off Your Skin in as Little as 2 Weeks!
Knowing that your target audience is likely women over 30, leading them with the benefit of younger-looking skin, and providing a timetable goes much deeper than announcing a new formula.
*Disclaimer: I am making these things up as examples. I have no idea if hyaluronic acid will make you look years younger, nor how long it would take if it did.
Let's look at one more example.
You're considering buying new shoes because your current pair is worn out and you feel body discomfort when walking for extended periods.
You see a magazine ad for a shoe brand claiming: Each insole is designed just for your feet.
Hmmmm. Sounds pretty good at first. After all, having something custom-fit to your needs is a great offer. But, it's still a feature and there is more to be said so we can get to the benefit.
How about this?
Eliminate back and knee pain with our custom-designed insoles.
Ah-ha. The benefit of these insoles is full body comfort and lack of pain.
Pain relief is the kind of experience people will pay for, and you could take the benefit even deeper with a specifically aimed target audience. Stay with me here...
Let's say it's a shoe specifically aimed toward the older population, who still enjoy being active, probably have children and grandchildren, and experience the usual body aches and joint pain associated with aging.
Family Hikes and amusement park visits have never been this comfortable! Freedom from back and joint pain with our custom-designed insoles.
A little story to start - a picture painted of fun, family activities that this target audience does not have to miss because of their achy joints. The feature comes at the end as the solution.
So, make a benefit, especially a deep benefit, clear from the beginning. You don't want their eyes to skim over your product on the shelf or skip your ad as they turn the magazine page.
Grab them with the benefit, then explain the feature.
If you are learning copywriting, I hope you found this helpful. And, if you are a business owner, I hope the same for you. Use those benefits to win your customers and keep them loyal to your brand.
Need help making that happen? Contact me on my main site and we can set something up.
Cheers~
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