{"id":31792,"date":"2023-03-31T10:31:53","date_gmt":"2023-03-31T14:31:53","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=31792"},"modified":"2024-07-04T03:55:48","modified_gmt":"2024-07-04T07:55:48","slug":"how-to-write-with-benefits-vs-features","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/03\/how-to-write-with-benefits-vs-features\/","title":{"rendered":"How to write with benefits vs. features"},"content":{"rendered":"<h2>What can readers do differently with your stuff?<\/h2>\n<p>What\u2019s the difference between benefits and features?<\/p>\n<figure id=\"attachment_31793\" aria-describedby=\"caption-attachment-31793\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31793\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/03\/how-to-write-with-benefits-vs-features\/how-to-write-with-benefits-vs-features\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-write-with-benefits-vs-features.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-write-with-benefits-vs-features\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Show me the money&lt;\/strong&gt; Write about what readers can accomplish with your products, services, programs and ideas \u2014 not about the products, services, programs and ideas themselves. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/money-origami-dollar-sign-cash-folded-1165638760&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by shutter2photos&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-write-with-benefits-vs-features-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-write-with-benefits-vs-features.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-write-with-benefits-vs-features.png\" alt=\"How to write with benefits vs. features\" title=\"How to write with benefits vs. features\" width=\"450\" height=\"300\" class=\"size-full wp-image-31793 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-write-with-benefits-vs-features.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-write-with-benefits-vs-features-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=\"31793\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/03\/how-to-write-with-benefits-vs-features\/how-to-write-with-benefits-vs-features\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-write-with-benefits-vs-features.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-write-with-benefits-vs-features\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Show me the money&lt;\/strong&gt; Write about what readers can accomplish with your products, services, programs and ideas \u2014 not about the products, services, programs and ideas themselves. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/money-origami-dollar-sign-cash-folded-1165638760&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by shutter2photos&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-write-with-benefits-vs-features-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-write-with-benefits-vs-features.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-write-with-benefits-vs-features.png\" alt=\"How to write with benefits vs. features\" title=\"How to write with benefits vs. features\" width=\"450\" height=\"300\" class=\"size-full wp-image-31793\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-write-with-benefits-vs-features.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-write-with-benefits-vs-features-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-31793\" class=\"wp-caption-text\"><strong>Show me the money<\/strong> Write about what readers can accomplish with your products, services, programs and ideas \u2014 not about the products, services, programs and ideas themselves. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/money-origami-dollar-sign-cash-folded-1165638760\" rel=\"noopener noreferrer\" target=\"_blank\"><em>Image by shutter2photos<\/em><\/a><\/figcaption><\/figure>\n<h3>Features<\/h3>\n<p>A feature is <em>what it is<\/em>:<\/p>\n<h5 class=\"standalone\">Multitrack recording tools<\/h5>\n<h5 class=\"standalone\">Documentation repositories<\/h5>\n<h5 class=\"standalone\">Wearable technology webinars<\/h5>\n<p>When you get to the feature, you will have arrived at a noun \u2014 <em>tools, repositories, webinars<\/em>.<\/p>\n<p>Unfortunately, nobody buys features \u2014 not in products, services, programs or ideas. So if you\u2019re writing about features, nobody\u2019s going to buy it, or read it.<\/p>\n<h3>Advantages<\/h3>\n<p>An advantage is <em>what it does<\/em>:<\/p>\n<h5 class=\"standalone\">Creates <em>clear<\/em> audio<\/h5>\n<h5 class=\"standalone\">Holds <em>thousands of<\/em> resources<\/h5>\n<h5 class=\"standalone\">Makes wearable technology <em>better<\/em><\/h5>\n<p>When you get to the advantage, you will have arrived at an adjective or adverb \u2014 a modifier \u2014 like <em>clear, thousands, better<\/em>.\u00a0<\/p>\n<p>Unfortunately, nobody buys advantages \u2014 not in products, services, programs or ideas. So if you\u2019re writing about advantages, nobody\u2019s going to buy it, or read it.\u00a0<\/p>\n<h3>Benefits<\/h3>\n<p>An benefit is <em>what you can do with it<\/em>:<\/p>\n<h5 class=\"standalone\">Get your message across<\/h5>\n<h5 class=\"standalone\">Create your webpage faster\u00a0<\/h5>\n<h5 class=\"standalone\">Design wearable technology faster<\/h5>\n<p>When you get to the benefit, you will have arrived at a verb.\u00a0<\/p>\n<p>The good news is, everybody buys benefits \u2014 in products, services, programs or ideas. So if you\u2019re writing about benefits, your readers are more likely to pay attention to, understand, remember and act on your message.\u00a0<\/p>\n<h3>Features vs benefits<\/h3>\n<p>So how can you turn features into benefits? Show your prospective customers and clients how they can save time, make money, avoid effort or otherwise improve their lives with your product features.<\/p>\n<p>After all, nobody wants a mobile phone. We want what we can do with a mobile phone.<\/p>\n<p>Here\u2019s how it works:<\/p>\n<p>Before:<\/p>\n<h5 class=\"standalone\">ABC is a multitrack recording tool.<\/h5>\n<p>Don\u2019t write about your stuff. Write about what your readers can do with your stuff. Focus on the benefits of your products:<\/p>\n<h5 class=\"standalone\">Get your message heard with professional audio from ABC.\u00a0<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">Check out the new section in our documentation repository and start learning now!<\/h5>\n<p>This verb isn\u2019t a benefit; it\u2019s a task. Don\u2019t tell readers to <em>check out<\/em>, <em>register for<\/em>, <em>subscribe to<\/em>, <em>join you<\/em> or <em>attend. <\/em>Tell them what they\u2019ll be able to do differently if they <em>check out<\/em>, <em>register for<\/em>, <em>subscribe to<\/em>, <em>join you<\/em> or <em>attend<\/em>.<\/p>\n<h5 class=\"standalone\">Create your webpage faster now with our documentation of the new process.<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">Designing wearable technology is a unique challenge for engineers of all disciplines. But there are many ways to make it easier.<\/h5>\n<p>It\u2019s great to hit readers in their pain points. But the best marketing strategy goes further. What can they do differently with your \u201cmany ways\u201d?<\/p>\n<h5 class=\"standalone\">Learn to design wearable tech that customers want to buy with these seven tips.<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">XYZ, an ABC Community, is co-hosting a webinar with LMNOQ at 11 a.m. on Sept. 28 to give design engineers a brief overview of RF, explore RF applications, and go over the basics of ceramic capacitors, before taking a deep look into ceramic RF capacitors.<\/h5>\n<p>Don\u2019t give your readers <em>time, date, place<\/em> before convincing them that they want to attend your event. Instead, answer the question in your reader\u2019s mind: What\u2019s in it for me? Why should I go?\u00a0<\/p>\n<p>Plus, the list of things you\u2019re going to cover sounds like a threat, not a promise. What will I be able to do differently once I learn these things?<\/p>\n<h5 class=\"standalone\">Design Engineers: Learn how you can save time and money using RF capacitors in your projects in this webinar.\u00a0<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">Get FREE 24\/7 on-demand, emotional support, and mental health coaching via text, through the Didi app. Sign up here!<\/h5>\n<p>Notice that pileup on modifiers \u2014 advantages \u2014 before the feature: <em>FREE 24\/7 on-demand<\/em>. That\u2019s a lot of words to describe your product. I\u2019m not ready to sign up, because I don\u2019t know what\u2019s in it for me. Solution: Write in verbs about the reader.\u00a0<\/p>\n<h5 class=\"standalone\">Stressed? Anxious? Feeling down? Are your thoughts, emotions or behavior out of control? Get relief any time, night or day, for free via text with Didi, an emotional and mental health app.<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">Get our Small Business Growth Kit \u2014 with our 5-step guide and pitching template, growth stories from successful entrepreneurs, and best practices. You\u2019ll also receive a personalized business assessment call from a sales coach to help you take your small business to new heights.<\/h5>\n<p>The kit, guide, template, stories, best practices and the call are features. What will I be able to do with this stuff?<\/p>\n<h5 class=\"standalone\">Multiply your revenue and slash your expenses with our Small Business Growth Kit.<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">XYZ devices and solutions deliver industry-leading security to businesses of every size, while reducing IT burden across the organization.<\/h5>\n<p><em>Devices, solutions<\/em> and <em>security<\/em> are features; <em>industry-leading<\/em> is an advantage. What can I do with this stuff?<\/p>\n<h5 class=\"standalone\">Slash IT maintenance times, secure your intellectual property, and keep your private information private with XYZ security features.<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">Sign up for our annual event to learn how to streamline your sales &amp; business processes.<\/h5>\n<p>Don\u2019t lead with the task. Instead, lead with the benefit and follow up with the task:<\/p>\n<h5 class=\"standalone\">Learn to close your sales deals twice as fast at ABC Live on 12 July in Geneva.<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">Success plans are a win-win for you and your customers.<\/h5>\n<p>Hmmmm \u2026 maybe. What does win-win mean? And don\u2019t lead with your sales plans:<\/p>\n<h5 class=\"standalone\">Predict risks before they occur, implement faster and reduce downtime with a success plan.\u00a0<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">Multiple touch points are essential to the sales journey.<\/h5>\n<p>Maybe. What will multiple touch points do for me?<\/p>\n<h5 class=\"standalone\">Close bigger deals faster by building solid relationships with multiple touch points.<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">With all the great features of update 3.0.12B, DataDeluxe makes it even easier to empower everyone in your organization with trusted data.<\/h5>\n<ol>\n<li> And then what will happen? How will I benefit?<\/li>\n<\/ol>\n<h5 class=\"standalone\">Make more profitable business decisions with more insightful data using DataDeluxe 3.0.12B\u2019s new analytics capabilities.<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">This tool will drive your operational and revenue goals.<\/h5>\n<p>What can I do with it?<\/p>\n<h5 class=\"standalone\">Grow your revenue faster and get the job done more efficiently with this new tool.<\/h5>\n<h3>Features vs. benefits<\/h3>\n<p>It\u2019s one of the best marketing strategies out there \u2014 Focus on the benefits, not the features:<\/p>\n<ul>\n<li><strong>Don\u2019t write about your products or services<\/strong>, write about the benefits of your products or services. Show how readers will save time, boost their bottom line, self-actualize, live healthier longer and otherwise improve their lives with your product features.<\/li>\n<li><strong>Hit your prospective customers in their pain points.<\/strong> What problems can they solve using your products, services, programs or ideas? Remember, \u201cnegative benefits\u201d often outperform positive ones. So Make \u2019em sick, make \u2019em well.<\/li>\n<li><strong>Answer the question, What\u2019s in it for me?<\/strong> After all, nobody wants a mobile phone; we want what the mobile phone can do for us. So stop writing about your tools, webinars, updates, plans, events, archives, tips, apps, kits, solutions and devices. And start writing about the reader and the reader\u2019s needs.\u00a0<\/li>\n<li><strong>Write in verbs<\/strong>, not nouns or adjectives. Remember, features are nouns; advantages are adjectives; benefits are verbs. Focus on the verb.\u00a0<\/li>\n<li><strong>Lead with the benefit,<\/strong> substantiate with the feature. Don\u2019t lead with you and your stuff; lead with the readers and what they can do with your stuff.\u00a0<\/li>\n<\/ul>\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 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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\" 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stuff?<\/p>\n","protected":false},"author":6,"featured_media":31793,"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":[],"class_list":{"0":"post-31792","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-benefits-writing","8":"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 write with benefits vs. features<\/title>\n<meta name=\"description\" content=\"Show me the money: Write about what readers can accomplish with your products, services, 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