Ask these questions in the interview
Having trouble finding reader benefits? Maybe you need to ask different questions.
Ask your subject matter experts:
- What happens if our customers buy this product or service?
Benefits writing
How to define features and benefits
Focus on the reader’s needs
If you were giving away a Hawaiian vacation to people who signed up for your webinar, which would you lead with?… Read the full article
Avoid fake benefits of the product
No ‘Pat yourself on the back for choosing us’
“Clean your face,” demands a hotel soap wrapper. No, YOU clean YOUR face! I want to respond.… Read the full article
How to turn features into benefits
Lead with the benefit, substantiate with the feature
I once reviewed an article for a company’s sales force with the headline:
Extraordinary customer experience: Be a customer advocate.
… Read the full articleThe difference between features and benefits?
Benefits are verbs; features are nouns
Remember Verb, the superhero on “Schoolhouse Rock”? He was great because he could do so many things.
His theme song went like this:
I get my thing in action (Verb!)
… Read the full articleAnd … action! Benefits vs features copywriting
Write in verbs, not other parts of speech
Talk about painting a picture. In City of Bohane, Kevin Barry brings the titular town to life in sentences like this:
“Amputee walnut sellers
croaked their prices
from tragic blankets
on the scarred tile floors …”
And:
“The tottering old chimneys were stacked in great deranged happiness
against the morning sky.”
… Read the full article Make it F-A-B
Translate features to advantages to benefits
Quick! Which would you rather have: Apple’s new incredibly responsive A9X chip? Or the ability to perform complex jobs like editing 4K video quickly and smoothly via your iPad?… Read the full article