Why benefits trump features

Nobody cares about the features of your product. Other than you, that is. Sounds harsh, I know, but bear with me.

The phrase “chromium-based two-phase alloy” has never made anyone’s heart flutter. So, when you say that the medical equipment you’re selling contains that…, that thing, most people will start scratching their heads, trying to remember what an alloy is. Or chromium, for that matter. Most likely to no avail, then they’ll just shrug and click away.

Sure, chromium provides corrosion resistance, and that two-phase process is what makes your product both robust and flexible. But these are details that put people off, except maybe the few nerds who are into chromium-based two-phase alloys. The rest of them just want to know if your product is sturdy but also bendy, and doesn’t rust. It is? Great! Tell them so, using those words.

Do people care what their raincoats are made of? No, they just want to avoid getting soaked when caught in a downpour. The capacity of the phone battery you offer is 1,000 milliampere hour? So what? ’Milliampere’ only brings back memories of boring high school physics classes. All folks care about is that your battery won’t run out on their daily commute.

Features are all well and good, but they’re not what your copy should focus on. It’s your customers’ pain points that matter. The unsatisfied needs that annoy them. Fulfil those and they’ll be as pleased as Punch.