{"id":21711,"date":"2022-04-29T04:24:07","date_gmt":"2022-04-29T08:24:07","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=21711"},"modified":"2024-01-16T09:11:22","modified_gmt":"2024-01-16T13:11:22","slug":"how-to-turn-features-into-benefits","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/04\/how-to-turn-features-into-benefits\/","title":{"rendered":"How to turn features into benefits"},"content":{"rendered":"<h2>Lead with the benefit, substantiate with the feature<\/h2>\n<p>I once reviewed an article for a company\u2019s sales force with the headline:<\/p>\n<figure id=\"attachment_29381\" aria-describedby=\"caption-attachment-29381\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29381\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/04\/how-to-turn-features-into-benefits\/how-to-turn-features-into-benefits\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/how-to-turn-features-into-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=\"how-to-turn-features-into-benefits\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Stop talking about your program!&lt;\/strong&gt; If you\u2019re giving away a trip to Las Vegas, that\u2019s your lead. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/welcome-las-vegas-sign-isolated-over-42141184&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by Stephen Coburn&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/how-to-turn-features-into-benefits-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/how-to-turn-features-into-benefits.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/how-to-turn-features-into-benefits.png\" alt=\"How to turn features into benefits\" title=\"How to turn features into benefits\" width=\"450\" height=\"300\" class=\"size-full wp-image-29381 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/how-to-turn-features-into-benefits.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/how-to-turn-features-into-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=\"29381\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/04\/how-to-turn-features-into-benefits\/how-to-turn-features-into-benefits\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/how-to-turn-features-into-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=\"how-to-turn-features-into-benefits\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Stop talking about your program!&lt;\/strong&gt; If you\u2019re giving away a trip to Las Vegas, that\u2019s your lead. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/welcome-las-vegas-sign-isolated-over-42141184&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by Stephen Coburn&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/how-to-turn-features-into-benefits-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/how-to-turn-features-into-benefits.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/how-to-turn-features-into-benefits.png\" alt=\"How to turn features into benefits\" title=\"How to turn features into benefits\" width=\"450\" height=\"300\" class=\"size-full wp-image-29381\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/how-to-turn-features-into-benefits.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/how-to-turn-features-into-benefits-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-29381\" class=\"wp-caption-text\"><strong>Stop talking about your program!<\/strong> If you\u2019re giving away a trip to Las Vegas, that\u2019s your lead. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/welcome-las-vegas-sign-isolated-over-42141184\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by Stephen Coburn<\/em><\/a><\/figcaption><\/figure>\n<h5 class=\"standalone\">Extraordinary customer experience: Be a customer advocate. Be Extraordinary<\/h5>\n<p>What followed was a reminder about the company\u2019s guiding principles, an announcement of a new program, a bulleted list of tasks for participating in the program and a reference to a handout with all the rules.<\/p>\n<p>Then, 228 words in, this oh-and-by-the-way aside:<\/p>\n<h5 class=\"standalone\">Here\u2019s the best part: Winners are treated to an amazing, all-expenses paid trip for two for four days in Las Vegas.<\/h5>\n<p>Here\u2019s a simple tip for getting people to participate in your programs, buy your products and services and read more of your promotion: <\/p>\n<h5 class=\"standalone\">Stop writing about your programs, products and services and promotions.<\/h5>\n<h5 class=\"standalone\">Start writing about what people can do with them.<\/h5>\n<p>If they might win a trip to Vegas, that\u2019s your headline. That\u2019s your lead.<\/p>\n<p>It\u2019s the easiest way to draw readers in and move them to act: Lead with the benefits. Substantiate with the features.<\/p>\n<h3>How to find the benefits<\/h3>\n<p>To lead with the benefits, first you have to find them. And that can be a tough, given that our assignments come to us in the form of features.<\/p>\n<p>So start there.<\/p>\n<p><strong>1. Start with the features.<\/strong><\/p>\n<p>The feature is <strong><em>What it is<\/em><\/strong>. It\u2019s an attribute of the product, service, program or idea.<\/p>\n<p>Take Apple\u2019s new MacBook Air. It includes a:<\/p>\n<h5 class=\"standalone\">New Apple battery<\/h5>\n<p>Would you drop $1,100 and change for that thing? Me neither.<\/p>\n<p>And that\u2019s how people feel when they read about features in your pieces. Nobody\u2019s looking for features. So you need to translate.<\/p>\n<p><strong>2. Translate into advantages.<\/strong><\/p>\n<p>The next thing you ask, is \u201cWhy is that feature important?\u201d That will lead you to the advantages. If the feature is What it is, the advantage is <em><strong>What it does<\/strong><\/em>.<\/p>\n<p>In the case of that MacBook Air, the advantage is:<\/p>\n<h5 class=\"standalone\">It\u2019s <strong><em>a long-lasting<\/em><\/strong> battery with a <strong><em>12-hour<\/em><\/strong> charge.<\/h5>\n<p>One thing I\u2019ve noticed by doing this a million times for my clients: When you get to the feature, you will have landed on a noun: <em>battery<\/em>.<\/p>\n<p>When you get the advantage, you will have landed on a modifier \u2014 an adjective or adverb \u2014\u00a0 like <em>long-lasting<\/em> and <em>12-hour<\/em>.<\/p>\n<p>I\u2019m starting to get the picture, but it\u2019s not <em>long-lasting<\/em> or <em>12-hour<\/em> that readers and buyers are looking for. So you need to keep translating. The next thing you\u2019ll translate into is the benefits.<\/p>\n<p><strong>3. Land on the benefit.<\/strong><\/p>\n<p>If the feature is What it is, and the advantage is What it does, the benefit is <strong><em>What it will do for you.<\/em><\/strong><\/p>\n<p>In the case of the MacBook Air, that benefit includes:<\/p>\n<h5 class=\"standalone\">Taking a transatlantic flight? Line up the movies, because MacBook Air is ready to play for up to 13 hours \u2014 nonstop.<\/h5>\n<p>Now we\u2019re talkin\u2019.<\/p>\n<h3>Lead with the benefits.<\/h3>\n<p>Once you find your features, advantages and benefits, lead with the benefits and substantiate with the features. Features work at the end of a positioning statement, but don\u2019t start your message with them. Sandwich the advantages between the features and benefits:<\/p>\n<h5 class=\"standalone\">Play movies for up to 13 hours \u2014\u00a0nonstop \u2014 with our new long-lasting Apple battery.<\/h5>\n<p><strong>[Benefit]<\/strong> Play movies for up to 13 hours \u2014\u00a0nonstop \u2014 with our <strong>[Advantages] <\/strong>new, long-lasting <strong>[Feature]<\/strong> Apple Battery.<\/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; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" 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=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Move readers to act with persuasive writing<\/h3>\r\n\t\r\n<p>Your readers are bombarded with the data equivalent of 174 newspapers \u2014 ads included \u2014 every day, according to a study by USC\u2019s Annenberg School for Communication.<\/p>\r\n\t\r\n<p>In this environment, how do you grab readers\u2019 attention and move them to act?<\/p>\r\n\t\r\n<p>Learn how to write more engaging, persuasive messages at our <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\"><strong>persuasive-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Lead with the benefit, substantiate with the feature<\/p>\n","protected":false},"author":6,"featured_media":29381,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[392],"tags":[533,116],"class_list":{"0":"post-21711","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-benefits-writing","8":"tag-feature-benefit","9":"tag-think-like-a-reader","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to turn features into benefits<\/title>\n<meta name=\"description\" content=\"Stop talking about your program! 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