Know Your Features vs. Benefits
Posted: Mon Jan 20, 2025 6:07 am
What a product or service offers is a “feature.” The “benefits” are what that product provides the customer. Customers will always ask about the benefits, i.e., “What’s in it for me?” So present your info that way when you’re writing.
Some examples are:
• Live-streaming (feature) vs. real-time digital access from remote location (benefit)
• Hashtagging (feature) vs. keeping up with the latest trends (benefit)
3. Keep It Simple
Remember your customers are human – so humanize your words. A helpful acronym to remember how to do this is AIDA.
Grab your audience’s Attention
Hold their Interest
Invoke Desire (talk about benefits, give real examples, offer a solution to their problem)
Generate a call to Action (make your readers do what you want them to do)
4. Structure & Style
After your brainstorming session and once you have an idea of the direction you’re headed, follow some simple structure and style guidelines. These will help ease the writing process.
Less Is More
People read 25 percent slower online than offline, so write less copy to maintain engagement.
Place Key Points Up Top
Keep your most important points at the beginning of your copy, and use bullet points, lists and infographics to make content easy to digest.
Keep It Short
Maintain your reader’s attention; keep your paragraphs at a three-line maximum.
Odd vs. Even
Odd numbers stick better than even, so form lists, provide facts and find stats in odd numbers, if possible (i.e., 3 ways, 5 ideas, 7 how-tos).
Ease the Cheese
Don’t pound on the sales mindset. A good ratio for your content is ¾ free info versus ¼ sales info.
Three is Key
List your examples in groups of three. The rhythm of three keeps a great beat in your copy.
Cut the Clutter
Get straight to the point. Copy is clean and effective when unnecessary words are cut. Use the nepal whatsapp number database active voice whenever possible. Begin lists with active verbs like Read. Get, Download, etc. These active verbs are also great in calls-to-action. Eliminate phrases like, “be sure to” and just tell them what to do.
Change it Up
Varying your sentence length holds a reader’s attention. Don’t be afraid to include fragments. Easy to read. Easy to digest.
Use ‘Bucket Brigade’ Words
Bucket brigade words provide action to your copy. Use words like remember, and, but, consider, however, for example, etc.
Find the Font
Sans-serif fonts, such as Arial, Verdana and Helvetica are very easy to read. People don’t want to take the time to piece together hard-to-read text.
Nail the Pictures/Text Ratio
Include a healthy combo of photos and text, ideally 80 percent text and 20 percent images. Sometimes pictures can communicate a message better than a description.
5. Edit, Edit, Edit
Remember to double, even triple check, your work by doing the following:
Spell check
Proofread
Read copy out loud (this will help you hear what your readers hear)
Show it to someone else
—
Some examples are:
• Live-streaming (feature) vs. real-time digital access from remote location (benefit)
• Hashtagging (feature) vs. keeping up with the latest trends (benefit)
3. Keep It Simple
Remember your customers are human – so humanize your words. A helpful acronym to remember how to do this is AIDA.
Grab your audience’s Attention
Hold their Interest
Invoke Desire (talk about benefits, give real examples, offer a solution to their problem)
Generate a call to Action (make your readers do what you want them to do)
4. Structure & Style
After your brainstorming session and once you have an idea of the direction you’re headed, follow some simple structure and style guidelines. These will help ease the writing process.
Less Is More
People read 25 percent slower online than offline, so write less copy to maintain engagement.
Place Key Points Up Top
Keep your most important points at the beginning of your copy, and use bullet points, lists and infographics to make content easy to digest.
Keep It Short
Maintain your reader’s attention; keep your paragraphs at a three-line maximum.
Odd vs. Even
Odd numbers stick better than even, so form lists, provide facts and find stats in odd numbers, if possible (i.e., 3 ways, 5 ideas, 7 how-tos).
Ease the Cheese
Don’t pound on the sales mindset. A good ratio for your content is ¾ free info versus ¼ sales info.
Three is Key
List your examples in groups of three. The rhythm of three keeps a great beat in your copy.
Cut the Clutter
Get straight to the point. Copy is clean and effective when unnecessary words are cut. Use the nepal whatsapp number database active voice whenever possible. Begin lists with active verbs like Read. Get, Download, etc. These active verbs are also great in calls-to-action. Eliminate phrases like, “be sure to” and just tell them what to do.
Change it Up
Varying your sentence length holds a reader’s attention. Don’t be afraid to include fragments. Easy to read. Easy to digest.
Use ‘Bucket Brigade’ Words
Bucket brigade words provide action to your copy. Use words like remember, and, but, consider, however, for example, etc.
Find the Font
Sans-serif fonts, such as Arial, Verdana and Helvetica are very easy to read. People don’t want to take the time to piece together hard-to-read text.
Nail the Pictures/Text Ratio
Include a healthy combo of photos and text, ideally 80 percent text and 20 percent images. Sometimes pictures can communicate a message better than a description.
5. Edit, Edit, Edit
Remember to double, even triple check, your work by doing the following:
Spell check
Proofread
Read copy out loud (this will help you hear what your readers hear)
Show it to someone else
—