• James Goodey

Why You Should Write About Benefits and Not Features!

Updated: Sep 26, 2020




Have you ever heard the phrase “Features Tell But Benefits Sell”.


In the world of copywriting, there aren't many more important rules to follow than this one......


Whether you're writing copy or content, instead of listing your features, highlight the BENEFITS. It’s more interesting and is going to stir up the emotions of your prospect. It’s like switching on a light in your customer’s brain!


Think about the last time someone asked about your product or service. Commonly, we answer with a list of features - “it does this, it does that and so on…..”


We do this because it’s quick, easy and we think it will persuade the customer to part with their money...


But more often than not, it doesn’t have the desired effect. Why?


Because reeling off a list of features of your product is not going to hit the EMOTIONAL trigger of your customer.


Legendary American writer and lecturer Dale Carnegie famously said:


"When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion."

Whether you're writing copy or content, instead of listing your features, highlight the BENEFITS. It’s more interesting and is going to stir up the emotions of your prospect. It’s like switching on a light in your customer’s brain!


Many of the decisions we make in life are based on emotion. What is our “gut” feeling? Is this creating a strong desire. Do I want it? Do I need it? We then justify our decisions with logic.


Benefits create the emotion and the features create the logic!


Turning Features into Benefits


Here is a simple 5-step process to turn your features into benefits and WORDS THAT WIN!



Benefits Not Features
How to write about benefits and not features


A True Story…..


Recently, my electric grass cutter finally gave up after 6 years. It served me well, and for the most part did a good job.


There were a couple of things I didn’t like, and wanted to avoid when buying a new model.


  • Using a cord meant I couldn’t easily reach everywhere in my garden. I had to move the plug in the house closer to the area I wanted to cut.

  • It was heavy and couldn’t be used for an extended period of time.

  • It was quite loud and I always felt a bit sorry for my neighbours when I used it!


I began searching online for something suitable, and found a good-looking product. A “Cordless Grass Cutter”.


The website listed a number of features. Using our 5-step “Features to Benefits” process, we can rewrite these features as benefits.


Using ‘Step 5’ of our “Features to Benefits” process, we could end up with the following benefits:


  • Reach anywhere in your garden without having to worry if the cord is long enough

  • Use comfortably for extended periods of time thanks to its lightweight materials

  • Enjoy a quieter and more peaceful grass cutting experience

  • Reduce noise pollution and make your neighbours happier with quieter operation

  • Finish your gardening in one visit with the 2 hours battery life

  • Replace the plastic blades quickly and easily


Note the use of bullet points and verbs to start each benefit.


Use the "I wish I could test" for each benefit. Is it really something that you could say, 'I wish I could....'. Each benefit should be something that customers "wish they could do"


I hope you found this enjoyable and got some value from it!


Need help with writing content which focuses on benefits?


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James G Media is a copywriting and content writing agency based in Bangkok, Thailand. It's our mission to support your business growth by turning your vision into the Words that Win through copywriting for sales and advertising, social media marketing, SEO content writing, and website design.

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