Benefits writing

How to write with benefits vs. features

What can readers do differently with your stuff?

What’s the difference between benefits and features?

Features

A feature is what it is:

Multitrack recording tools

Documentation repositories

Wearable technology webinars

When you get to the feature, you will have arrived at a noun — tools, repositories, webinars.… Read the full article

How to find benefits, not features

Ask these questions in the interview

Having trouble finding reader benefits? Maybe you need to ask different questions.

Ask your subject matter experts:

What happens if our customers buy this product or service?

… Read the full article

How to define features and benefits

Focus on the reader’s needs

If you were giving away a Hawaiian vacation to people who signed up for your webinar, which would you lead with?… Read the full article

Avoid fake benefits of the product

No ‘Pat yourself on the back for choosing us’

“Clean your face,” demands a hotel soap wrapper. No, YOU clean YOUR face! I want to respond.… Read the full article

How to turn features into benefits

Lead with the benefit, substantiate with the feature

I once reviewed an article for a company’s sales force with the headline:

Extraordinary customer experience: Be a customer advocate.