Benefits vs Features - it's hard telling them apart

if you're new to writing copy

[hairycoo]

I've read and read about the importance of benefits vs features but with English not being my first language and being new to writing ad copy I could use some definite pointers on:

* how to identify them
* how to make sure I don't mistake features for benefits
* how to stimulate my brain to find creative ways to translate features into benefits.

Unlike some of the people here my creativity has never had to work that way so you could say it's a little rusty. I could definitely use some tips and pointers :).

[bwelford]

Features "belong" to the product or service. They're independent of any potential customer. They may or may not be important in convincing any given customer to buy.

Benefits are what the potential customer will gain by using the product or service. Hopefully they're what the customer is looking for. So benefits are what sells the customer.

Hope that helps.

[rogerd]

Bwelford has summed it up nicely. Let me provide an example. If you were selling a car, a feature might be "all wheel drive". While your advertising might certainly state that, it might be even better to focus on the benefits of that feature. For example,
- greater safety when driving on poor surfaces
- ability to drive places other vehicles can't
- less likely to get stuck in the winter

The benefits are what the consumer experiences, and are usually a more potent selling tool.

[victor]

Easy method to distinguish: apply the so what? test.

If the customer says "so what?" when hearing of an aspect of the product, then that aspect is a feature. The answer to the "so what?" question is a potential benefit.

ad: all wheel drive
customer: so what?
salesguy: so it is less likely to get stuck in the winter
ideal customer response: that's something I need!

If the response to the answer is another "so what?" or a shrug, then the answer did not nail a benefit for that customer (maybe they live in the tropics, so winter is irrevelant to them. "ability to drive places other vehicles can't " may have been the benefit that customer needed explained).

As other people have noted above, features are what you think the product has. Benefits are why each individual customer may need the product.

[hairycoo]

That's a great tip Victor! Thanks