Posted by: Carline Anglade-Cole
February 28, 2008
Issue #363

How to Turn Features into Benefits

A few years ago, for an anniversary present, my husband Mick surprised me by replacing my car radio with a complete entertainment center.

Now, you may not know this, but I’m a genuine “technophobe.” I’m scared of technology and all those dang blasted new gadgets. I was perfectly happy getting into my car and turning on my radio. In fact, if I had my way, I’d still be using 8-track tapes!

But when I went to look for my radio — I couldn’t find it. It was really GONE! There was a thingy in its place and I had no idea what that monstrosity was!

It took me over two hours to get a hold of my husband. Meanwhile, I was driving my car with no music – IN ABSOLUTE SILENCE - and I was fuming.

When he finally called me back, I was frustrated and furious and wanted to know what he did with my radio!

That’s when he told me he replaced my handy dandy radio with a state-of-the-art DVD player, 8-CD changer, a color TV, satellite radio and the most up-to-date GPS known to mankind.

I guess most people would be impressed by that gift, huh?

Not me.

I told him he could switch that techno stuff to his car and to please give me back my radio!

And then Mick said something
that changed my life

He said, “Carline, I got you a DVD player so you can put on movies to keep the kids quiet during long car rides …

… A color TV so you won’t ever have to miss Oprah …

… A satellite radio so you’ll always have a music channel you love – without static …

… And a GPS so you’ll never get lost again!

In that brief moment, my whole countenance changed.

I won’t get lost again? I’ll never miss Oprah? Quiet car rides with teenagers?

Well, heck, I’ve just GOTTA have that thingamabob! In fact, I can’t live without it!

My husband did what every good copywriter
MUST do to make the sale

He turned features into benefits!

I couldn’t give a squat about all that technology stuff – but when he showed me how my life was going to be better off — well, now he got my attention!

And your audience is no different.

So now, let’s put this advice into practical use. If you’re working on writing a promo, take it out and give it a quick test.

Are you selling features or benefits?

For example, if the project is for a nutritional product: you’re selling features if you simply …

• Describe the product
• List ingredients
• State studies and facts
• Give dosage information

But you’re selling benefits if you do all the above and tie it in to your prospect’s needs, wants and desires!

Remember the rule of “That means …”

If you’re worried that you’re just selling features – try using my rule of “that means.” Here’s how it works:

Whenever you list a feature of a product, ask yourself “how is that going to affect my prospect?” And then start your sentence with “That means.” For example …

I recently worked on a joint formula that contained MSM. If I was selling a feature, I would simply mention the product contained 250 mg of MSM. Ho hum!

But instead, I said:

Product X contains a whopping 250 mg of MSM to help create new muscles, restore collagen and rebuild healthy cartilage. That means you can put an end to morning stiffness and nighttime pain!

See what I mean?

The reader doesn’t give a squat about the ingredient or the dosage – until you make it a benefit to him!

Using “that means” is a great way to naturally force you to bring up the benefits of your product – and make it real for your prospect!

Ok, here’s another way to turn a feature into a benefit. I do this A LOT:

Replace the official name of the ingredient with a benefit-oriented name. For example …

… Why talk about the pro-biotic called lactobacillus casei – when you can call it what it really is: The “Ultimate Gas Blocker” …

… Or remind the prospect he’s not taking the prostate herb called saw palmetto – but an amazing “Gotta Go” controlling Godsend!

See what I mean?

Ok, here’s a 3rd trick to ooze benefit into everything you write:

Find ways to humanize the problems your prospect experiences.

For example …

Talk about how your knees “scream” when you bend …

… Your joints “forecast” temperature changes better than the weatherman …

… Or your back “goes out” more than you do!

Can you relate to that? You betcha!

Following these simple tips will make it easy for you to write about the benefits instead of features. And you’ll be well on your way to producing kick-butt copy!

Here’s to Creating Success Your Way!

Carline Anglade-Cole
Guest Contributor
THE TOTAL PACKAGE™

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17 Comments »

1. Comment by Tom — February 28, 2008 @ 10:51 am

   Great article, Carline.Thanks.

2. Comment by Catalin — February 28, 2008 @ 11:41 am

   Hi Carline,

   I think your article is pretty good,,,and you’re right. The only thing that make a sale are EMOTIONAL BENEFITS.

   I would ask you which are the phases that you follow when you’ re making the research for a client. Let’s say "world of warcraft niche" which is pretty hot.
   How would you translate the message to them ?

   I mean they are passionate for killing mobs and all kind of stuff…but how the benefits of the game can become "life changing" for them?

   I look forward to your answer.

   Thanks ,
   Catalin

3. Comment by William Flentje — February 28, 2008 @ 12:04 pm

   Carline,
   Thanks for another great article.  You Rock!!
   Bill
   Til we meet again, may the good Lord take a liken to ya!

4. Comment by Carline — February 28, 2008 @ 12:28 pm

   Catalin,
   Gotta admit, I have no idea what the "world of warcraft" niche is all about.  So I can’t give you a quick and easy answer.  But if I was working on that project, I’d make a list of all the "buzzwords" used in the industry and try to include some of them to strengthen my benefit copy. Also, make sure you know exactly who you are talking to. Are they military people? Mercenaries? Or weekend warriors? That way you can capture the right tone for your copy. Hope this helps. Carline

5. Comment by Carline — February 28, 2008 @ 12:28 pm

   Thanks Bill, you made my day!
   Carline

6. Comment by Carline — February 28, 2008 @ 12:30 pm

   Sorry Tom,
   Didn’t mean to leave you out! Glad you liked the article too!
   Carline

7. Comment by Richard Greenhalgh — February 28, 2008 @ 2:58 pm

   Carline.  Great information for inhancing any products. Of wich I have many.

8. Comment by Carline — February 28, 2008 @ 3:27 pm

   Rich,
   Need a good copywriter for those products???

9. Comment by Kevin — February 28, 2008 @ 5:03 pm

   Great article, Carline!

   I have been studying copywriting for several years now, and I never heard of you until I found AWAI and Clayton… I’m very surprised by that. You are definitely an A-list copywriter. I think it’s VERY cool that you’ve taken the time to respond to every comment, here.

   I have a question for you.

   I am a radio salesperson/copywriter by day, and I’m trying to write a Dan Kennedy style 3-letter sequence to bring in new clients. I’m confident that my copy is tight, but I have little to no money for stamps, let alone to get a decent list. My company expects us to cold call, but I hate it and know there is a better way–direct response marketing.

   Right now, I’m basically using two compiled lists, from the yellow pages and one of Chamber of Commerce members, and getting zero response. I don’t even know where to begin to diagnose the problem. Am I basically S.O.L.? I can only send out a few dozen letters at a time. Is this even a valid way to test copy?

   What would you suggest? Thanks!

10. Comment by koluzo — February 29, 2008 @ 1:33 am

    Loved your writeup, but sorry to say I’v been searching the web for over six mths now and have yet to make a dollar.

    I am Nigerian, here you are either so rich or so poor and I belong to the disadvantaged group.

    Everyone tells me you can make money online with little or no effort and ( this one I love the most ) stay with the kids while the money keeps coming in, can you beat that? I have not seen the money yet.

    The most frustrating thing is that, these autoresponders just wont stop giving stupid replies to letters I write like this one. Wont be suprised to recieve a thing from you asking me to pay $X to get  the "state-of-the-art DVD player, 8-CD changer, a color TV, satellite radio and the most up-to-date GPS" your good husband gave to you.

    Can you be the one that actually helps me to really make money online? I will appreciate it.

    I am willing to learn, the impression I get is that your talent is what makes you get ahead, I have a bundle of it but just don’t know how to get it to people so that they will pay me for it.

    See if you can add me to your list of successes.

    koluzo

11. Comment by Ekene — February 29, 2008 @ 10:21 am

    Koluzo, good to know that a Nigerian is also following this sort of infromation on the web, I am a nigerian, my name is Ekene and I have been an active subscriber here and other copywriting websites that is worth its salt.
    You will agree with me that most of what is happening in the copywrite world seem like a foriegn language in Nigeria business arena.

    I have started a web project that will help most businesses in Nigeria attract greater customers at zero cost to them.

    I have learnt a lot from here, and I have also taken out time to understand the business practises in Nigeria.

    You would like to join me at http://www.bargainmasterng.com (still work in progress) or contact me on 08055403390.

    Thank you Carline for this great article.

12. Comment by Lori Matisse — March 1, 2008 @ 1:02 pm

    Carline, As a copywriter newbie (still am studying the Accelerated program), this helped me realize how to think differently when writing. While I am not ready to make the jump into doing this full-time, this tip helps add to my toolbox and gets me feeling more like a copywriter everyday. Thanks!Lori

13. Comment by Math Pantus — March 4, 2008 @ 3:30 pm

    Thank you Carline ….

    So easy to understand when you explain the way to turn all our scary technocratic features into human benefits every customer relates to and needs.

    A job well-done.

    Thanks for tutoring all of us !

    Math Pantus

14. Comment by Charvin Riffle — March 5, 2008 @ 5:43 pm

    Thanks everyone, I love these stories it make my day more enjoyable.

15. Comment by MG Page — March 6, 2008 @ 3:34 am

    I was absolutely enthralled by this article. Never before have I read  how to focus in on the benefits put so simply, yet so profoundly.
    Using these tips helps in immesureable ways eg; helping to write a heading which draws in the site visitor… leads in to sign ups… my the possibilities!
    I can see now why a lot of intenet marketers name their products along the line of "The Ultimate Gas Blocker!".
    Thanks Carline!

16. Comment by Cathy S — April 16, 2008 @ 11:13 pm

    I am so happy that I have found your web site.  I’m currently studying AWAI’s six-figure and am definitely going to study your copywriters’ articles to further increase my skills, however limited they might be at this time.  This is great!  Thanks so much! 

17. Comment by James — May 5, 2008 @ 11:11 am

    Just found this blog…look forward to learning and participating!

    James
    Cornerstone Media