Copy-Cat-Copywriting

You've probably learned the difference between features and benefits - A feature is what a product has or is. But even experienced marketers get confused, especially after visiting dozens of websites that present pseudo-benefits as the Real Deal.

Features are characteristics that physically describe your product or service. For a good example, go to a mail order catalog or the individual product descriptions on an electronics site.

For example:

Thebridge line holds up to 50 people and you can mute out callers. Generate financial reports with just one click of your mouse. Pay bills by phone. Batteries included.

Marketers who are new to the world of copy frequently get critiqued with, "Too much emphasis on features! Where are the benefits?"

A benefit

-- is what your buyer gains from a specific feature.

-- answers questions like, "So what? How will I be different after I make this purchase?

-- describes how the product or service will help customers solve their problems.

Benefits and features are connected by the "so that…" bridge. So you often see bullets like these:

"Batteries included so that you can begin using the product as soon as you open the package."

"One click financial reports so you get immediate statements, ready for your accountant."

"Pay by phone so you can pay your bill 24/7."

Alas, these bullets highlight pseudo-benefits. They expand on the features.

Real benefits are more emotional. They go right to the heart and the wallet. They're about results. They tell a story. For example:

One-click financial report: I can spend more time with my family instead of sitting at the computer generating reports.

Pay by phone: You don't have to spend half an hour looking for your checkbook, finding a stamp, wondering if the post office lost your check.

Never pay late fees. Batteries included: I won't get mad because I have to make an extra trip to the store to buy the batteries I forgot.

As always, tailor benefits and features to your market.

For a target market with hectic schedules and frequent travel, the best benefit to "pay by phone" can be, "Never miss a payment in Des Moines because you're in Bangkok."

For parents of young children, "batteries included" can mean, "Never disappoint your kids when they want to try out their new toys."

Bottom line: When you've got a story to tell, you've probably uncovered the real benefit.