From Features to Benefits: The Key to Crafting Effective Marketing Messages

As a copywriter, I’ve seen businesses make the same mistake over and over again: they focus on the features of their product or service rather than the benefits. Luckily, I LOVE to talk about this — and did so on the episode you can find here on this page.

Here are some key takeaways from our conversation:

Start with the problem your product solves

“When you’re writing copy, the first thing you need to do is identify the problem your product or service solves,” I explained in the podcast. “If you don’t know the problem you’re solving, you’re not going to be able to communicate the benefits effectively.”

Identifying the problem your product solves is the first step to understanding the benefits it provides. By framing your messaging around the solution to a problem, you create a clear and compelling message that resonates with your audience.

Focus on benefits, not features

One of the biggest mistakes businesses make when crafting their marketing messages is focusing too much on features. “Features are important, but they’re not what sells the product,” I noted. “What sells the product are the benefits it provides.”

Benefits are the positive outcomes that result from using your product or service. They speak directly to the needs and desires of your audience and help them visualize the positive impact your product can have on their lives.

To illustrate this point, I shared an example from my own experience as a copywriter. Instead of focusing on the fact that I offer copywriting services, which is a feature, I highlight the benefit of working with me: “I help businesses attract and convert more customers through powerful, persuasive copy.”

By highlighting the benefits of your product or service, you create a stronger emotional connection with your audience and make it easier for them to see the value of what you offer.

Use storytelling to make your benefits tangible

“Storytelling is a powerful tool for communicating the benefits of your product,” I said in the podcast. “It allows you to make those benefits tangible and relatable to your audience.”

By sharing real-life examples of how your product has helped others, you create a sense of trust and credibility with your audience. This can be done through case studies, customer testimonials, or even through your own personal experiences.

I shared an example of how I use storytelling to communicate the benefits of my copywriting services. “I recently worked with a client who was struggling to attract new customers. Through my copy, I was able to help them increase their website traffic by 50% and generate more leads than ever before.”

By using storytelling to communicate the benefits of your product, you create a more engaging and memorable message that resonates with your audience.

Simply shifting the focus from features to benefits is the key to crafting effective marketing messages.

By starting with the problem your product solves, focusing on benefits rather than features, and using storytelling to make those benefits tangible, you create a message that resonates with your audience and drives results.
Are you struggling to craft effective marketing messages that resonate with your audience? Let’s chat! Book a call with me today to learn how I can help you shift the focus from features to benefits and create messages that drive results.