How to Stop Focusing on Features and Start Highlighting Benefits in Your Copywriting

If you’ve ever written copy for a product or service, you’ve probably found yourself talking a lot about the features—what it does, how it works, and all the technical details. But here’s the thing: features don’t sell. It’s the benefits that do. So, let’s talk about how you can stop getting stuck on features and start focusing on the real reasons people should care about your product.

What’s the Difference Between Features and Benefits?

First off, let’s clear up what we mean by features and benefits:

• Features are the things the product has—like “a 20MP camera” or “waterproof design.”
• Benefits explain why these features matter to the person using it—like “take clear, stunning photos even in low light” or “never worry about rain ruining your gear.”

People care about how your product will make their life easier or better, not just what it can do. That’s why benefits matter more.

Why Should You Focus on Benefits?

Let’s say you’re selling a laptop. Instead of saying, “It has 16GB of RAM,” say, “With 16GB of RAM, you can easily juggle multiple apps without your laptop slowing down. Finish tasks faster, stream smoothly, and get more done—all at once!” Now that’s exciting and relatable!

How to Make the Switch

Here’s how you can start making the change from talking about features to highlighting benefits:

1. Reframe the Feature as a Benefit Instead of just saying, “The phone has a large battery,” try saying, “Keep your phone charged all day without constantly looking for an outlet.” This tells people how the feature will solve a problem they have.
2. Paint a Picture with Scenarios Rather than just listing features, use scenarios to show how the product can help. For example, don’t just say, “Our shoes are lightweight.” Say, “Walk for hours without sore feet—whether you’re sightseeing or running errands.”
3. Make it About Them, Not the Product People care about what a product can do for them. So, instead of saying, “This jacket is windproof,” say, “Stay warm and comfortable even on the windiest days.” It’s all about the benefit it brings to their experience.
4. Keep it Simple Avoid getting technical unless it’s necessary. You don’t have to explain every single feature in depth. Stick to how the product improves their life.
5. Test What Works Once you’ve written your copy, test it out. Ask yourself: Does this sound like something that would make me want to buy the product? You can always tweak your copy to make the benefits even clearer.

In Conclusion

Features are important, but benefits are what drive people to buy. If you can show how your product or service will solve a problem or make life easier, you’ll connect with your audience on a much deeper level. Focus on what the product does for them, not just how it works, and you’ll see better results in your copywriting.

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