Lead with the benefits, substantiate with the features
Define product benefits | |
 | The difference between features and benefits? Benefits are verbs; features are nouns Show readers in action: Write about readers using your product, service, program or idea — not about the product, service, program or idea itself. |
 | What are benefits of a product? Make money, save money, save time Use this list of product and service benefits to draw readers to your message and move them to act. |
 | How to find benefits, not features Ask these questions in the interview Try prompting “That means you will …” to get the information you need to turn features into benefits. |
Develop features vs. benefits | |
 | How to turn features into benefits Lead with the benefit, substantiate with the feature Stop talking about your program! If you’re giving away a trip to Las Vegas, that’s your lead. |
 | How to define features and benefits Focus on the reader’s needs Giving away a trip to Hawaii? Lead with the benefit. |
Polish features vs. benefits | |
 | Avoid fake benefits of the product No ‘Pat yourself on the back for choosing us’ Something’s wrong here … How can you tell real benefits from fake ones? |
More on features vs. benefits | |
 | Quotes on features and benefits What writers & others say “Reading about features is like reading the ingredients on the side of a cereal box.” — Thomas E. Szostak, manager, Toshiba America Medical Systems |
Get more tips on benefits copy on Rev Up Readership.