Features vs. Benefits vs. End Results
If you've been in the copywriting realm for very long at all, you've heard the phrase "features vs. benefits." It's a fundamental copywriting principle and driving force behind much of what we, as copywriters, create. But there's also another aspect to this equation.
What happens after customers buy your product or service? Once they've used what you have to offer, what will be different in their lives? What will the end results, of their buying decision, be? Getting your customers to look at the end results of their actions can be an extremely powerful persuasion tool that you'll want to incorporate into your copy.
Let's look at features, benefits and end results and see how all three work individually and collectively to create a targeted push to the point of purchase.
Features - The Basic Outline of Your Product or Service
Features, in copywriting, are a starting point. They provide a basic outline for what your customer needs to know. Features describe (most often) the attributes of a product or service. If we're using the example of a cordless, telephone-answering system, some features might be:
? 5.8GHz FHSS
? Talking caller ID
? Expandable to 4 handsets
? Selectable ring tones
? Speakerphones
For a person who knows nothing about cordless phones with answering machines, this list might not mean much. It's a basic blueprint of the telephone and nothing more.
Benefits - Make the Product or Service More Personal
Benefits enliven the features. Benefits make the features, and the product or service, more personal. They explain how the features will improve the customer's life in some way. Using the features list above, see what the benefits might be. (The list below was taken from Panasonic? marketing materials and relates directly to their KX-TG5230M model phone.)
· 5.8GHz digital system: The 5.8GHz frequency lets you go anywhere in your house and still have clear reception without interfering with your home network. The frequency-hopping digital technology keeps calls secure from outside sources.
· Talking caller ID: No need to be within visual distance of your phone. You can hear who's on the line before you pick up the phone. No more running to find the handset or base!
· Expandable: Keep a phone in any room-extra handsets cost less than other phones and don't need a phone jack. This base unit supports a total of four handsets. Add up to three handsets for a complete set.
· Selectable ring tones: Customize the sound of your phone by choosing from three ring tones.
· Dual speakerphones: Talk directly into the base with the base speakerphone, while the handset speakerphone provides convenient hands-free calling wherever you take your handset.
Benefits make the features personal. They explain how the features will be of use in the customer's life.
End Results - A Glimpse Into the Future
We can take this process one step further, however. After customers buy the phone, and after they use it, what end results will they experience? As asked before, how will their lives be improved? What will the effects of their buying decision be? Let's go back to our list and add end results as the last sentence in the benefits list.
· 5.8GHz digital system: The 5.8GHz frequency lets you go anywhere in your house and still have clear reception without disrupting your home network. The frequency-hopping digital technology keeps calls secure from outside sources. You'll have complete freedom to talk with no interference on one of the most advanced systems available.
· Talking caller ID: No need to be within visual distance of your phone. You can hear who's on the line before you pick up the phone. You'll enjoy the ultimate in convenience with this feature. No more running to view the handset or base!
· Expandable: Keep a phone in any room-extra handsets cost less than other phones and don't need a phone jack. This base unit supports a total of four handsets. Add up to three handsets for a complete set. Expandable phone systems are smart investments that save time and money.
· Selectable ring tones: Customize the sound of your phone by choosing from three ring tones. Make your phone an extension of yourself.
· Dual speakerphones: Talk directly into the base with the base speakerphone, while the handset speakerphone provides convenient hands-free calling wherever you take your handset. You'll have the flexibility of speakerphones wherever and whenever you talk.
Do you see what the end results have done? They've given the customer a glimpse into the future. The feature states that the phone offers 5.8GHz technology. The benefit goes on to explain that 5.8GHz technology is important because it offers clear reception and safety. The end result wraps things up by stating the customer will have a life filled with freedom and no interference from their highly advanced system.
Other end results point out how the phone system will make each user's life more convenient, how this smart investment will save time and money, how it will conform to one's personality and how the phone will lend flexibility to the customer's life.
When you create your copywriting plan, be sure to list the features and build your benefits as usual. But, for added power, don't forget to include end results that will help the customers visualize how your product or service will make their lives better.
© 2005 http://www.copywritingcourse.com
Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karon's latest e-report "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)" at http://www.copywritingcourse.com/keyword
 Google News Updated : Thu, 24 Jul 2008 00:51:42 GMT Report: Eagles call Packers about Favre - SportingNews.com
SportingNews.com - While the Philadelphia Eagles are taking it easy with Donovan McNabb in training camp as he works his way back from a shoulder injury, that hasn't stopped them from going after some potential insurance. Winfield a Favre fan AP Source: Goodell monitoring Favre situation Publ.Date : Wed, 23 Jul 2008 23:26:08 GMT Review: 'Step Brothers' - 40-year-old goobers - San Francisco Chronicle San Francisco Chronicle - Step Brothers: Comedy. Starring Will Ferrell and John C. Reilly. Directed by Adam McKay. (R. 95 minutes. At Bay Area theaters. For complete movie listings and show times, and to buy tickets for select theaters, go to sfgate. Video: The Stars of 'Step Brothers' `Step Brothers' Ferrell, Reilly reunite as duo Publ.Date : Wed, 23 Jul 2008 22:39:58 GMT The night Karadzic rocked the Madhouse - guardian.co.uk
guardian.co.uk - A man plays a gusle in a bar called Madhouse in Belgrade, where war crimes suspect Radovan Karadzic is now known to have frequented. Video: Karadzic's arrest sparks clashes - 23 Jul 08 Arrest of Radovan Karadzic: Why Now and Who's Next? Publ.Date : Wed, 23 Jul 2008 20:35:43 GMT Red alert! The cellphone warning has been issued - Los Angeles Times
Los Angeles Times - Now he's done it. Dr. Ronald B. Herberman, director of the University of Pittsburgh Cancer Institute, has said what no one else would -- no cancer experts anyway. Pittsburgh Cancer Center Warns of Cell Phone Risks Cancer researcher warns about cell phone use Publ.Date : Thu, 24 Jul 2008 00:07:36 GMT Hurricane Dolly Makes Landfall in Southern Texas (Update2) - Bloomberg
Bloomberg - By Demian McLean July 23 (Bloomberg) -- Hurricane Dolly was downgraded to a Category 1 storm as it made landfall today in southern Texas, where coastal residents weathered their first direct hit by a hurricane in almost a decade. Video: Dolly Pummels Texas Gulf Coast Dolly forces refining cuts, hits gas output Publ.Date : Wed, 23 Jul 2008 23:36:26 GMT 'Dark Knight' Christian Bale's lady sidekick: Sibi Bale - Los Angeles Times
Los Angeles Times - Like the Dark Knight/Bruce Wayne, Christian Bale is a real-life man of mystery. Averse to personal publicity, he is well-known for not wanting to discuss his private life. Christian Bale, Wife "Solid" at Knight's Spain Premiere Bale attends 'Dark Knight' premiere in Spain Publ.Date : Wed, 23 Jul 2008 23:54:18 GMT Bloomberg, Gates pledge $375 mln against tobacco - Reuters
Reuters - By Christine Kearney NEW YORK, July 23 (Reuters) - New York Mayor Michael Bloomberg and Microsoft Corp (MSFT.O: Quote, Profile, Research, Stock Buzz) co-founder Bill Gates pledged $375 million on Wednesday to fight what they called a global tobacco ... Video: Gates, Bloomberg Pool Riches to Fight Smoking Bloomberg and Gates fight smoking Publ.Date : Wed, 23 Jul 2008 23:11:25 GMT Clickbank Affiliate |
PARLOT::Ebooks, Scripts,
Websites, and more... I'm constantly amazed by all of the media reps from... Read More When you send a direct mail piece using the Addressed... Read More A step-by-step guide to creating a growth strategy... Read More The whole idea of Niche Marketing is exciting! The possibilities... Read More Great graphic design looks effortless, but it requires lots of... Read More In today's competitive world of business, it takes moxie and... Read More We all know the saying, "Failing to plan (prepare) is... Read More With direct mail, you can break even and still claim... Read More One of the hardest jobs in fundraising is crafting original... Read More The idea that good design can improve how people perceive... Read More Finally, Something You Learned In Math Class Makes Sense In... Read More Want to get Better at your Marketing today?For many service... Read More Have you thought about starting your own business? Have you... Read More Being in a quandary prevents you from moving forward in... Read More The greatest asset to your business is your Customer, specifically,... Read More Those who believe the web is not a direct response... Read More The highly entertaining Donald Trump's search for an apprentice turned... Read More This is how the conversation went on my follow-up visit... Read More I'm big on getting maximum marketing exposure at the lowest... Read More Last time we discussed how online coupons and promotion codes... Read More "Price gouging" is an emotional, inflammatory term. Everyone is against... Read More Your business success depends on your ability to promote your... Read More For those new to marketing planning, the thought of completing... Read More In virtually any business first impressions are lasting impressions. Most... Read More 1. Do the moneymaking things first.For an entrepreneur, generating income... Read More
Adsense
websites
Medias Dirty Little Secret
Pre-Cleaning and Updating Addresses in Your Database
Secret of Strategy - Part 1
Itchin For Some Nichin
Top 5 Design Tips to Create Eye-Catching Marketing Materials
The Top 10 Wild and Wacky Ways to Market Yourself for Big Visibility
Marketing Planning - Preparation and Accountability
Break Even On Your Next Direct Mail Campaign...And Still Generate Huge Profits
51 Ways to Say Thank-you in a Fundraising Letter for a Non-for-Profit (Includes Examples & Samples)
Design Does Matter
Target Marketing: The Bell Curve
Put Your Marketing To The So What? Test
Marketing Person You Think You Arent
Marketing Quandaries
Customer Lifetime Value - The Key To Maximizing Your Profits!
Directional (Not Direct) Marketing
Discover the Winning Marketing Strategy Secrets of Donald Trump Apprentice Wanna-bes
Marketing Strategy 101: 10 Marketing Strategies I Learnt From My Oral Surgeon
Reach Thousands of Your Prospects, Absolutely Free
Motivating Shoppers with Online Coupons (Part 2 of 2)
How Price Gouging Can Hurt Your Business
Self Promotion Brings Business Success
What to Include in Your Marketing Plan Write-Up
Image is Key to Your Marketing Success
Survival Strategies
Affordable and Reliable Web Hosting Starting at $4.49/Month
How Architecture Rendering is Part of the Impact
Cartoons have gone from celluloid to digital. Movies have gone... Read More
Using a Marketing Calendar Template
Owning a small business isn't easy, especially if you are... Read More
3 High-Impact Fixes For Your Marketing Woes
How many times has your competitor gotten one over on... Read More
When, Why, and How to Use Mailing Lists
Mailing lists may be the cause of more heartbreaks than... Read More
Marketing Is A Long-Term Investment
"Dig your well before you're thirsty" is the title of... Read More
There?s More to Marketing ROI (return on investment) Than Meets the Eye
All too often people look at marketing ROI in terms... Read More
Motivating Shoppers with Online Coupons (Part 2 of 2)
Last time we discussed how online coupons and promotion codes... Read More
Improving Lead Generating and Conversation Rates: Think Like a Farmer
John's a freelance photographer in Ohio who called to tell... Read More
Marketing Yourself and Your Business to Thriving!
We all watch the commercials on TV. We hear them... Read More
The Future of Marketing Part 1
It used to be if you were a small business,... Read More
Direct Marketing ? Brand Identity Guru Tips
If your company doesn't have a direct marketing program in... Read More
Attracting Clients With Incremental Marketing
Do you ask prospective clients to go too far?Must your... Read More
Color Part 2: Formats and Systems
There are several color formats and systems available for mixing... Read More
Website Marketing: 10 Uncommon Bonuses That Will Help Make Your Product Hotly In Demand
Giving away free bonuses is an important website marketing secret... Read More
Marketing in Business and Commerce in the New Consciousness
The point is what you give to another you give... Read More
Identifying, Creating and Using Your USP?
What's your USP? Don't know, or worse still, you've never... Read More
Is Your 4X4 Trail Rated?
"Traction. Articulation. Ground Clearance. Maneuverability. Water Fording. We've put your... Read More
Making Networking Work
Several years ago, "networking" was the hot buzzword. Everyone was... Read More
How To Create Urgency So People Buy Now
..products or services now. They may not revisit your web... Read More
Networking Basics Turn Yourself Into A Profit Making Giant
I would like to introduce you to one of my... Read More
Multicultural Marketing ? Taking Care of Business At Hand
Multicultural marketing mirrors the changed face of America and is... Read More
Beware of Magazine Style Yellow Pages Ad Design.
I have been designing Yellow Page ads for the past... Read More
Marketing is More Important Than Expertise
Being a master of your craft, skill, or talent doesn't... Read More
Like Brushing Your Teeth
What do the following things have in common: brushing your... Read More
An Easy Start to Mail Order
Listing names of Big Mail Requestors, and sending out packages... Read More
Marketing |