Have you ever tried reading through each product page on the Apple website? If not, you may want to look through at least a few of their pages. Some of their products, particularly their smartphones, vary only in name and some aesthetic aspects, but almost all of them offer more or less the same features.
Yet they all sell like hotcakes. How exactly does Apple do that?
One thing that most copywriting agencies in Singapore and around the globe have observed, is that Apple’s marketing experts know how to draw the line between two essential copywriting elements and sell both in a synergistic manner. In case you are wondering, they are product features and product benefits.
A seasoned copywriting agency in Singapore would agree that a lot of marketers often interchange product features and benefits. Some of them can’t even differentiate one from the other. However, features and benefits are two entirely different concepts. Not knowing which is which may not only takes a toll on your sales copy’s content but in your marketing campaign as a whole.
What is a product feature?
In essence, a feature is a functional quality that your product has. It can be a physical or intrinsic attribute that allows its users to do something. For example, the iPhone XS has the following features:
- Wireless charging capability
- Advanced Facial ID
- Dual 12MP wide-angle and telephoto cameras
These qualities cater to the ideals of the brand’s target audience. They are planned, constructed, and implemented to address issues experienced by users or improve already existing attributes as a means to go beyond current business goals.
What is a benefit?
On the other hand, benefits are the results that users achieve by using the product. These outcomes arise after they experience the product’s features. When people realise the positive impact that the product has done to their lives, then this is when they decide to turn into actual customers.
The iPhone XS, through its features, promises the following benefits:
- A more convenient charging experience since no charging cables are used anymore
- Heightened user security since the phone unlocks through facial ID and not merely by fingerprint scanning or PIN code entry
- Better resolution images, which are ideal for photography enthusiasts
So what do you sell, features or benefits?
If you have studied your product well, then by know you already know what your item’s selling points are. However, you should also learn that from a consumer perspective, people rarely buy things out on a whim; they purchase a product they think addresses their problems.
This doesn’t mean to say, though, that they are buying based on benefits alone.
When selling a product, it is crucial that you know your intentions for selling it. At the same time, you must keep in mind that consumers don’t care a bit about you, your company, your brand, or your efforts in developing a product with fancy and functional features. All they care about are the perks they will get once they buy it.
By factoring in these considerations, you can gauge how to best market your product through a sales copy. Some audiences dig deeper into a product’s attributes to see how they suit their needs; on the other hand, there are customers who are quickly sold by looking at a product’s key takeaways, especially when these benefits directly speak to their needs.
The operative phrase
Concocting the perfect balance between features and benefits can be exciting. It is important to remember, however, that after listing down all your product’s features and benefits, your target customer will still end up asking one question, which you need to nail down in your sales copy:
“What’s in it for me?”