Copywriting. Features and Benefits. Objectives. At the conclusion of this lesson, you will be able to: --Know what a feature is --Know what a benefit is --Translate benefits into sales. What Have You Sold Lately?.
Features and Benefits
At the conclusion of this lesson, you will be able to:
--Know what a feature is
--Know what a benefit is
--Translate benefits into sales
--Did you “sell” your friend on the idea of going to your choice of a movie?
--Did you “sell” your supervisors on a plan of action?
--Write out a recent example of something you sold in your notebook.
List examples of recent “sales”
--a characteristic inherent in the product/service—its structure, form, appearance
--distinctive or familiar to this particular product or service
Satellite-Linked Navigation System
point-of-interest database, including restaurant ratings
operated by voice commands
also operate through central interface dial
How did the Copywriter Turn Features into Benefits?
Security/peace of mind
Big/many or small/less
Command a vast (geographic)knowledge of the U.S.
Points of interest database
Work audio system andclimate controls from central interface dial
HandsFreeLink easily connects to compatible phone
Customers only care about features/benefits of interest to them
Choose features/benefits relevant to your ad’s target audience
You’re buying a car. List three features of interest to youList the benefit to you next to the feature
What are some features/benefits of interest in our group?
Features provide us with a particular:
…depending on our life situation (children, student, working adult)
Features are characteristics inherent in the product/service
Benefits are what features do for the customer: ease, convenience, value, etc.
Choose features/benefits with customer’s need in mind