{"id":13408,"date":"2022-05-01T01:00:41","date_gmt":"2022-05-01T05:00:41","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=13408"},"modified":"2024-01-16T09:11:34","modified_gmt":"2024-01-16T13:11:34","slug":"define-features-and-benefits","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/05\/define-features-and-benefits\/","title":{"rendered":"How to define features and benefits"},"content":{"rendered":"<h2>Focus on the reader\u2019s needs<\/h2>\n<p>If you were giving away a Hawaiian vacation to people who signed up for your webinar, which would you lead with? The vacation, or the webinar?<\/p>\n<figure id=\"attachment_29387\" aria-describedby=\"caption-attachment-29387\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29387\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/05\/define-features-and-benefits\/define-features-and-benefits\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/define-features-and-benefits.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"define-features-and-benefits\" data-image-description=\"\" data-image-caption=\"&lt;p&gt; Giving away a trip to Hawaii? Lead with the benefit. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/colorful-shirt-garland-hanging-on-coat-1063736204&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by Saroj Khuendee&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/define-features-and-benefits-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/define-features-and-benefits.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/define-features-and-benefits.png\" alt=\"Define features and benefits\" title=\"Define features and benefits\" width=\"450\" height=\"300\" class=\"size-full wp-image-29387 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/define-features-and-benefits.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/define-features-and-benefits-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29387\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/05\/define-features-and-benefits\/define-features-and-benefits\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/define-features-and-benefits.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"define-features-and-benefits\" data-image-description=\"\" data-image-caption=\"&lt;p&gt; Giving away a trip to Hawaii? Lead with the benefit. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/colorful-shirt-garland-hanging-on-coat-1063736204&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by Saroj Khuendee&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/define-features-and-benefits-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/define-features-and-benefits.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/define-features-and-benefits.png\" alt=\"Define features and benefits\" title=\"Define features and benefits\" width=\"450\" height=\"300\" class=\"size-full wp-image-29387\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/define-features-and-benefits.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/define-features-and-benefits-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-29387\" class=\"wp-caption-text\">Giving away a trip to Hawaii? Lead with the benefit. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/colorful-shirt-garland-hanging-on-coat-1063736204\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by Saroj Khuendee<\/em><\/a><\/figcaption><\/figure>\n<p>From what I&#8217;ve seen \u2014 from training more than 25,000 communicators in more than 1,000 organizations over 20 years \u2014 most folks would choose the webinar.<\/p>\n<h5 class=\"standalone\">Sign up for our webinar<br \/>\nand get a dream trip to Hawaii!<\/h5>\n<p>But leading with the webinar won&#8217;t grab your readers&#8217; attention and move them to act.<\/p>\n<p>Instead, lead with the benefits and substantiate with the features. Focus on your reader\u2019s wants and needs first, then follow up with your organization and its products, services and ideas.<\/p>\n<h3>Steal a trick from these Silver Anvil winners.<\/h3>\n<p>These benefits leads from PRSA <a href=\"http:\/\/anvils.prsa.org\/silver-anvil-awards\/overview\" target=\"_blank\" rel=\"noopener noreferrer\">Silver Anvil-winning <\/a>campaigns are great models of leading with the benefits and substantiating with the features.<\/p>\n<table class=\"pinktable\" style=\"background-color: #ffffff;\" border=\"1\" cellspacing=\"0\" cellpadding=\"3\">\n<tbody>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:45%; text-align:center;\">\n<h3>Lead with the benefits &#8230;<\/h3>\n<\/td>\n<td style=\"width:45%; text-align:center;\">\n<h3>&#8230; Substantiate with the features<\/h3>\n<\/td>\n<\/tr>\n<tr>\n<td>Employers now have a better way to measure, monitor and manage employee absences \u2026<\/td>\n<td>\u2026 thanks to UnumProvident Corporation&#8217;s (NYSE: UNM) expanded online Comparative Reporting &amp; Analysis (CR&amp;A) information services.<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td>Do you dread shopping for new appliances? Are you tired of being bumped in narrow aisles, searching for customer assistance and even purchasing appliances that don&#8217;t fit your needs?<\/td>\n<td>If so, the new Northridge-area Maytag store was designed just for you.<\/td>\n<\/tr>\n<tr>\n<td>On average, an employer can expect that 10 percent of its employee population will be out on a disability leave during the course of the year. To help employers better understand the types of disabilities affecting their industries and how targeted workplace solutions can mitigate associated costs and employee absences \u2026<\/td>\n<td>\u2026 MetLife has made available <em>The MetLife Series on Championing Productivity<\/em> \u2026<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3>Make the switch.<\/h3>\n<p>Sometimes, a small switch is all you need to put the benefits first. Check out these before-and-afters:<\/p>\n<table class=\"pinktable\" style=\"background-color: #ffffff;\" border=\"1\" cellspacing=\"0\" cellpadding=\"3\">\n<tbody>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:45%; text-align:center;\">\n<h3>Before<\/h3>\n<\/td>\n<td style=\"width:45%; text-align:center;\">\n<h3>After<\/h3>\n<\/td>\n<\/tr>\n<tr>\n<td>XYZ Corporation (NYSE: XYZ) today announced that print and copy costs can be reduced up to 20 percent with our new ABC product.<\/td>\n<td>Organizations can reduce their print and copy costs up to 20 percent with XYZ Corporation&#8217;s (NYSE: XYZ) new ABC product.<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td>Everquest &#8220;Seeds of Destruction&#8221; is the new expansion for the Everquest video game franchise.<\/td>\n<td>Gamers can level up their character to 85 in the latest expansion of Everquest&#8217;s &#8220;Seeds of Destruction.&#8221;<\/td>\n<\/tr>\n<tr>\n<td>National Semiconductor&#8217;s Workbench Sensor Designer tool enables engineers to quickly move from concept to simulation to prototype in a few keystrokes.<\/td>\n<td>Engineers who typically take weeks to design sensor systems can now complete their designs in minutes, thanks to a new, online design tool.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Next time you write a press release, brochure or newsletter article, put the reader benefits first.<\/p>\n<div id='MMC-Persuasive' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-82\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Persuasive-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training-mmc.png\" alt=\"Persuasive-writing workshop, a mini master class\" title=\"Persuasive-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; 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