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