When writing text for a company’s products, clearly communicate the value and benefits of a product. Figure out what the benefits and advantages really are, and don’t just creatively describe the features as given to you by the company’s engineers. Most copywriters and marketers don’t differentiate between features, benefits and advantages because it’s like pulling teeth to figure out why a customer needs a product and why they should buy it. Yes, it takes time to think that out, but think how long it took to design and develop the product – and the marketing of the product is just as important as the product itself, so it needs proper marketing effort for the product to sell.
A Feature is the function of a product – specifically what it can do.
A Benefit is why a product’s feature is desired, needed or a good thing.
An Advantage is why someone should buy the product and why it is a better choice than the competition.
Here’s a simple example of using the above definitions:
So many times I see the features of a product called a benefit, and or features mixed in with benefits and written under the heading of benefits. Clearly communicate the differences between a Feature, Benefit and an Advantage – and let the follow-up info for responses to inquiries be used to fill in additional information on the features. Give customers a reason the product is needed and is better value than the competition’s product.