| Understanding the difference between features | | | | and save time by not having to input contacts |
| and benefits is a crucial step in building a | | | | one by one.- Speed Dial for up to 9 Names: |
| site that sells.What's the difference?* A | | | | which means you'll save time by not having to |
| FEATURE is an attribute of a product; for | | | | constantly look up people you call |
| example, power steering on a car would be a | | | | frequently.Step 3: Explain and Elaborate the |
| feature.* A BENEFIT is a way that a product | | | | BenefitsOnce you've established the benefits |
| or service solves a problem.A computer system | | | | of your product or service, you can begin |
| running at 3GHz is a feature. The benefit of | | | | writing your sales copy. This is done by |
| a 3 GHz computer is that your applications | | | | simply elaborating on the benefits you've |
| will run faster - therefore saving you time | | | | identified.Here's the final copy we've |
| and money.Gold plated audio cables are a | | | | created on the Nokia phone, all taken from |
| feature. The benefit is that you'll enjoy | | | | the six original features we started |
| crystal clear sound.Power steering is a | | | | with.Introducing the Smart and Sexy Nokia |
| feature. The benefit of power steering is | | | | 6800The new Nokia 6800 takes stylish gadgets |
| that it makes the car easy to park and more | | | | to the next level.Nokia's latest mobile phone |
| comfortable to drive.Does this make | | | | features a stylish magnesium alloy casing |
| sense?Features are often confused with | | | | that's sure to make you the envy of all your |
| benefits, so it's vital that you understand | | | | friends.The high resolution full color |
| the difference. People buy because of | | | | display means that text messages are easy to |
| benefits - not features.For example, did you | | | | read (no squinting) and photos are crystal |
| really buy that new home entertainment system | | | | clear.And you know how Murphy's Law dictates |
| because it had '5.1 channel surround sound'; | | | | you never have a camera when you actually |
| or did you buy it because you wanted to enjoy | | | | need one? Problem solved! The 6800 has an |
| the atmosphere of a cinema in your | | | | in-built camera so you'll never miss an |
| home?Features generally talk about the | | | | important moment.But the 6800 isn't just good |
| characteristics and technical aspects of a | | | | looks; it has brains as well.A built in |
| product or service; whereas benefits talk | | | | infrared module means you can save hours by |
| about the value a customer derives from a | | | | instantly transferring your PC address book |
| product or service.In any purchase, there are | | | | to your phone. The one touch transfer button |
| two forces at work; emotion and logic.When a | | | | means you'll always be up to date.And if |
| teenager spends $200 on a new pair of Nike | | | | you're like most people, you probably have a |
| shoes, it's not because they want the latest | | | | handful of friends you call all the time - so |
| in aerodynamic sports design (logic) it's | | | | instant speed dial buttons are a must. |
| because they want to look cool and fit in | | | | |
| with their friends (emotion).When women buy | | | | Speed dial also comes in handy when you're |
| expensive face cream, it's not because the | | | | on the road (no more fumbling to find that |
| scientifically designed micro beads exfoliate | | | | phone number between traffic lights).You'd |
| the skin (logic) it's because they want to | | | | expect a phone with this many features to be |
| feel good and look younger (emotion).Benefits | | | | a tad on the bulky side, but the Nokia phone |
| appeal to the emotional side of people, which | | | | is no brick - the innovative design means |
| is why all purchases are driven by the | | | | it's small enough to fit in your shirt |
| benefits of a product or service, not the | | | | pocket.Example 2: Mazda RX 8 Sports CarStep |
| features. | | | | 1: Isolate the Features- Twin Rotor Engine |
| | | | Produces 177 KW Maximum Power at 8,200 Rpm |
| Separating the Features from the | | | | |
| BenefitsThere are three steps to creating | | | | - 6-Speed Manual Transmission |
| benefit orientated sales copy, namely:Step 1: | | | | |
| Isolate the features of your product or | | | | - Power Sliding Glass Sun-Roof |
| service | | | | |
| | | | - Climate Control Air-Conditioning |
| Step 2: Convert the features into benefits | | | | |
| | | | - 100 Watt Audio System with A 6 CD Stacker |
| Step 3: Explain and elaborate on the | | | | |
| benefitsLet's go through a few examples so | | | | - Anti-Lock Braking System (ABS)Step 2: |
| you get a better feel for how the process | | | | Convert the Features into BenefitsNow it's |
| works.Example 1: Nokia 6800 Mobile PhoneStep | | | | time to look at the benefits - the real |
| 1: Isolate the FeaturesHere we are looking | | | | reasons why someone would by the Mazda RX8:- |
| for the attributes of the product, which | | | | Twin Rotor Engine Produces 177 KW Maximum |
| are:- Unique and Innovative Design | | | | Power at 8,200 Rpm. Translation = It goes |
| | | | real fast!- 6-Speed Manual Transmission; |
| - High-Resolution Full Color Display | | | | means its fun to drive. You can pretend to be |
| | | | a race car driver while spinning down that |
| - Compact Size | | | | windy mountain road.- Power Sliding Glass |
| | | | Sun-Roof; means you can show off and get a |
| - Camera to Take Snapshots | | | | tan.- Climate Control Air-Conditioning; means |
| | | | you'll stay comfortable on sunny days.- 100 |
| - Synchronize Data by Linking Directly to | | | | Watt Audio System with a 6 CD Stacker; means |
| Your PC | | | | it sounds great.- Anti-Lock Braking System |
| | | | (ABS); means it's safe and more forgiving if |
| - Speed Dial for up to 9 NamesStep 2: | | | | you get carried away with that powerful |
| Convert the Features into BenefitsNow that | | | | engine.Step 3: Explain and Elaborate the |
| we've identified all the features, it's time | | | | BenefitsOnce you have the features and |
| to associate each feature with a | | | | benefits on paper, creating your copy is |
| corresponding benefit.The Nokia 6800 Mobile | | | | simply a case of explaining and elaborating |
| Phone features- Unique and Innovative Design: | | | | on the benefits.Exercise: Write one page of |
| which means the phone looks cool and | | | | sales copy on your own products and services. |
| stylish.- High-Resolution Full Color Display: | | | | Simply get half dozen features on paper, |
| which means the text is easy to read and the | | | | convert them into benefits and your copy will |
| images are sharp and clear.- Compact Size: | | | | virtually write itself.You should be able to |
| which means the phone is small enough to fit | | | | come up with at least one small paragraph per |
| in your pocket.- Camera to Take Snapshots: | | | | benefit.Adrian Mullan is the author of 'The |
| which means you'll never miss an important | | | | Internet Demystified' and founder of - a |
| moment if you forget to bring your camera.- | | | | popular Internet marketing resource for small |
| Synchronize Data by Linking Directly to Your | | | | business owners. |
| PC: which means you'll always be up to date | | | | |