COPYWRITINGFeatures and Benefits

ObjectivesAt the conclusion of this lesson, you will be able to:

--Know what a feature is--Know what a benefit is--Translate benefits into sales

What Have You Sold Lately?--Did you “sell” your friend on the idea of going to your choice of a movie?

--Did you “sell” your supervisors on a plan of action?

--Write out a recent example of something you sold in your notebook.

Class ActivityList examples of recent “sales”

How Customers Think

CUSTOMER GOAL:

Solve a problem

Successful Sales People Envision their Customers Like This:

Definition of “Feature”--a characteristic inherent in the product/service—its structure, form, appearance

--distinctive or familiar to this particular product or service

Features are:

Satellite-Linked Navigation System

point-of-interest database, including restaurant ratings

operated by voice commands

also operate through central interface dialBluetooth HandsFreeLink

BENEFITSHow did the Copywriter Turn

Features into Benefits?

What are the Major Benefits of Interest to Customers?EasyConvenientNew/AdvancedValue Money-saving

What are the Major Benefits of Interest to Customers?Security/peace of mindComfortBig/many or small/less

Benefits are:

Command a vast (geographic) knowledge of the U.S.

Points of interest database

Work audio system and climate controls from central interface dial

HandsFreeLink easily connects to compatible phone

Choose Only Relevant Features/BenefitsCustomers only care about features/benefits of interest to them

Choose features/benefits relevant to your ad’s target audience

ExerciseYou’re buying a car. List three features of interest to youList the benefit to you next to the feature

Exercise Discussion

What are some features/benefits of interest in our group?

Interest in Features VariesFeatures provide us with a particular:

benefitadvantageconvenience

…depending on our life situation (children, student, working adult)

SummaryFeatures are characteristics inherent in the product/serviceBenefits are what features do for the customer: ease, convenience, value, etc.Choose features/benefits with customer’s need in mind