Features Vs. Benefits: What’s the Difference & Why Does It Matter for Your Product Messaging?

By Krista Walsh
This blog was provided by Krista Walsh. Krista is a freelance copywriter for e-commerce small businesses. Her writing and message strategies help her clients speak to their customers ’ values and emotions, for meaningful sales. plug in with her at kristawalshcopywriter.com .
You ’ ve probably listen of “ features and benefits ” before–maybe in some eyes-glazing article about the importance of “ consumer-centric ” marketing, or possibly wedged into a chapter in your goodly college marketing casebook .
“ Features and benefits ” merely sounds bore, I know. But understanding the difference between them ( and knowing how to craft a message around them ) are valuable cornerstones of your market.

so, let ’ s breakdown the what ’ randomness and why ’ randomness of features and benefits for e-commerce market .

What ‘s the dispute between features and benefits ?

here ’ s the flying and cheating suffice :
Features are aspects of your product, which could be technical or descriptive .
Benefits are why that sport matters for your customers. In early words, how that feature makes their life better .
Features tell customers what, and benefits tell customers why .
Let ’ s take a front at an exercise of features and benefits in action : S ’ well product descriptions for their Geode Rose S ’ well Bottle .
S’well product descriptions for their Geode Rose S’well Bottle
In the follow handy chart, I ’ ve separated out the features of the products from the benefits included in the product description :

Features
Benefits

Triple-walled, vacuum-insulated construction
…which keeps beverages cold for up to 24 hours or hot for up to 12

Food-grade stainless steel
…which allows for refilling and reusing easily

Copper wall layer
…which creates a condensation-free exterior

9 oz size
…which makes it perfect for on-the-go

The features tell the customer something noteworthy about the product, and the benefits explain how the customer ’ mho liveliness gets better because of it .
Notice that I ’ ve added the idiom “ which, ” in the benefits incision. When you ’ rhenium writing your own intersection message, it can be helpful to think through the benefits of each have using this give voice. For exemplify, your home negotiation might go…
“ Our urine bottles are made with a copper wall layer … which creates a condensation-free exterior. ”
Having that “ which ” there prompts you to add the why behind the feature. ( You don ’ t have to include the “ which ” in the final copy, though. It ’ s chiefly a tool for remembering to include benefits for every feature. )

Why should you include benefits, not equitable features, in your product message ?

When we talk to one another, we instinctively understand the power of benefits. Imagine you ’ re discussing where to go to dinner with a supporter. The conversation might go something like…

“ Let ’ s go to that new indian restaurant. ”
“ Nah, I think we should go to the Thai invest because they have a happy hour limited right now, so we ’ vitamin d actually be able to afford drinks. ”
You ’ rhenium selling the Thai topographic point based on a feature ( glad hour ), but you make certain to outline why that matters ( so we ’ vitamin d actually be able to afford drinks ). That ’ s a pretty compel orient for why you should go to Thai rather of indian .
somehow, when we sit down to write our market message, all our instincts go out the window. so, as a reminder, hera ’ s why you should include benefits, not equitable features, in your product messaging :

People might not understand why the feature matters

Features are often technical, like “ triple-walled construction. ” Consumers probably have no theme why having triple-walled construction in their water bottle matters for them. A benefit explains why they should care about the technical features .

People respond positively when given a reason

three persons working at the office
In a long-familiar 1978 study, researchers had participants ask to cut in line to make copies ( back when places like Kinko ’ mho were coarse ). Some participants were instructed to give a reason for why they needed to cut in note, and others were instructed to ask to cut without giving a reason. Those participants who instructed to give a cause were over 30 % more likely to get a yes. And the kicker ? The reason didn ’ triiodothyronine even have to be good. In fact, sometimes, the cause was, laughably, “ because I need to make copies. ”
Something in our psychology is begging for a because or a why. therefore grant customers a reason–a benefit–for every have .

People are looking for a solution to their problem

many customers are looking for a product that solves something for them. For case, they ’ rhenium looking for a water system bottle that can keep their beverages hot or cold for long periods of fourth dimension. If S ’ well hadn ’ triiodothyronine spelled out that profit behind their triple-walled construction, many customers probably wouldn ’ deoxythymidine monophosphate have made the connection from feature to the solution they needed… and wouldn ’ thymine have made the purchase .

Go flush deeper with benefits

To land at sincerely compelling product messaging, you should aim to go deeper with benefits than the first “ why ” you come up with .
If you start by answering, “ Why did we include this have ? ” you ’ ll easily come up with a simple argue. That’s when you go deeper. Keep asking “ Why ? ” for every answer. Why would customers want that profit ?
S ’ well ’ sulfur product description did a reasonably good subcontract of including deeper, more compelling benefits. Let ’ s take another search at our S ’ well benefits and features chart, this time adding in the deep benefits :

Features
Why did we include this feature? (Benefit)
Why do customers want that? (+Deeper Benefit)

Triple-walled, vacuum-insulated construction
…to keep beverages cold for up to 24 hours or hot for up to 12
… [on this feature, they didn’t go further but you could imagine something like this:] so that you’ll never find your drink’s gone lukewarm

Food-grade stainless steel
…to allow for refilling and reusing easily
…so that you can reduce your need for single-use plastic bottles

Copper wall layer
…to create a condensation-free exterior
…so that you don’t get sweat on your hands or in your bag

9 oz size
..to make it perfect for on-the-go
…so that you can pack it in your handbag or lunch bag

By going good slightly deeper with the benefits of each feature, S ’ well ’ s overall case for why customers should buy this water bottle is far more persuasive .

bed line : consumption benefits to connect the dots for your customers

As a business owner, you might feel a little airheaded at first laying out all the why’s behind your product features. Won ’ metric ton customers “ barely get ” why a feature of speech matters ? If my water bottle is 9 ounces, won ’ triiodothyronine customers know that the size is small enough to carry with you ? They ’ rhenium not dumb !
You ’ re right. Most consumers aren ’ thyroxine speechless. But most consumers are busy and perturb. therefore why leave it to find that they ’ ll connect the dots ? Don ’ t assume your customers will understand right away why your product features are great. Clearly tell them why in compelling benefits .

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