Lead with the benefits, substantiate with the features
Define product benefits |
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How to write with benefits vs. features What can readers do differently with your stuff? Show me the money: Write about what readers can accomplish with your products, services, programs and ideas — not about the products, services, programs and ideas themselves. |
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How to find benefits, not features Ask these questions in the interview Try prompting “That means you will …” to get the information you need to turn features into benefits. |
Develop features vs. benefits |
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How to turn features into benefits Lead with the benefit, substantiate with the feature Stop talking about your program! If you’re giving away a trip to Las Vegas, that’s your lead. |
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How to define features and benefits Focus on the reader’s needs Giving away a trip to Hawaii? Lead with the benefit. |
Polish features vs. benefits |
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Avoid fake benefits of the product No ‘Pat yourself on the back for choosing us’ Something’s wrong here … How can you tell real benefits from fake ones? |
More on features vs. benefits |
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Quotes on features and benefits What writers & others say “Reading about features is like reading the ingredients on the side of a cereal box.” — Thomas E. Szostak, manager, Toshiba America Medical Systems |
Get more tips on benefits copy on Rev Up Readership.