Pinion Steering! Oh boy!
I’m a subscriber to Bob Bly’s newsletter. If you’re not subscribed, I recommend you go sign up. While he does market things to you from time to time, he also shares actionable, valuable copywriting information.
So why am I promoting Bly? He recently sent some information in one of his newsletters that was so insightful, I felt the need to share it with you all here- and I believe in giving credit where credit is due.
A while back, I wrote an informative post about the difference between features and benefits. Here’s some more depth into how to effectively apply these two components effectively from Bob:
“A “feature” is what a product is or has – the literal physical
description of the product.
For instance, a feature of a tire is that it is steel-belted.
Another might be that it is double ply.
Often, despite what experts tell you about “stress benefits, not
features,” a feature can be a selling point … even if the
prospect doesn’t know what it is!
For instance, when I was a kid, brochures for the new car models
coming out would boast about “rack and pinion” steering.
The car makers hyped it so much, everyone asked dealers, “Does
the car have rack and pinion steering?” Many wouldn’t buy a car
Yet I bet not one buyer in a hundred really knew what rack and
pinion steering was.
I still don’t, to this day.
Lots of marketing seminars urge you to stress benefits instead of
features … but you should use both.
People are skeptical that your product can deliver the benefits
you promise … because everyone is promising those same benefits.
When you show how a particular feature delivers the benefit, it
becomes more believable to the prospect.
For instance, if you tell the buyer your computer system never
loses data, he thinks, “How can that be?”
But when you describe the feature — that there is a built-in
back-up drive … and that the system automatically backs up to
that drive daily — then your claim becomes more believable.” –Bob Bly
In other words, benefits are extremely important when selling a product, but features can be equally as important.
Don’t simply ignore features – they often back up the claims of your benefits!
Learning how to use the two in unison separates “copywriters” from Copywriters.