Hey
Here’s a quick question: When was the last time you bought something for its features alone?
Probably never. People don’t buy features—they buy what those features do for them. In other words, they buy benefits.
Yet, many marketers make the classic mistake of highlighting features in their ads, leaving their audience thinking, “So what?”
Today, let’s change that. We’re going to dive into:
- The difference between features and benefits.
- How to turn features into benefits that speak to your audience.
- How to use both strategically in your ads to drive results.
What’s the Difference Between Features and Benefits?
Features:
These are the facts—the “what” of your product. They describe its technical aspects or unique qualities.
- Example: “Our shoes are made with memory foam soles.”
Benefits:
These are the outcomes—the “why it matters” to your customer. They answer the emotional or practical value your product delivers.
- Example: “Feel like you’re walking on clouds, all day long.”
Here’s the golden rule: Features explain, but benefits sell.
How to Convert Features into Benefits
The key is answering one question: “Why does this feature matter to my customer?”
Step 1: List All the Features
Write down every feature of your product or service—yes, all of them.
- Example: “Battery lasts 12 hours.”
Step 2: Translate Features into Benefits
Ask yourself: “So what?” What does this feature actually do for your customer?
- Example: “You can binge-watch an entire season without needing to recharge.”
Step 3: Dive Into the Emotional Payoff
Now go deeper: “Why does this benefit make my customer’s life better?”
- Example: “No interruptions = a stress-free, enjoyable viewing experience.”
Pro Tip: Keep Digging
For every feature, think beyond the surface-level benefit. What’s the emotional driver behind it? The deeper you go, the more your message will resonate.
How to Use Features and Benefits in Ads
Both have a role, but it’s all about balance. Here’s how to use them for maximum impact:
1. Lead with Benefits, Then Back Them with Features
Benefits grab attention by speaking to emotions. Features provide credibility, showing how your product delivers those benefits.
Example:
- Headline: “Save Hours of Work Every Week!”
- Supporting Text: “Our tool automates repetitive tasks using advanced AI algorithms.”
2. Solve Specific Pain Points with Benefits
Understand the problems your audience faces and use benefits to position your product as the solution.
Example:
- Pain Point: Laundry takes forever.
- Ad Copy: “Get clean, fresh clothes in under 15 minutes—our washer is designed for busy lives.”
Why it works: It speaks directly to a frustration and offers a tangible, relatable solution.
3. Visualize Benefits Over Features
Don’t just tell—show. Use imagery or storytelling to let your audience see themselves experiencing the benefit.
- Example: Instead of showing a vacuum’s power in numbers, show a family relaxing in a spotless home.
Why it works: People care about what your product does for them, not the specs behind it.
4. Use Social Proof to Reinforce Benefits
Let your customers do the talking. Pair benefits with testimonials or data that validate your claims.
- Example: “98% of users reported fresher skin in just two weeks!” paired with a testimonial like: “I’ve tried everything, but this serum gave me results in days.”
Features appeal to logic, but benefits speak to emotions—and emotions drive buying decisions. Your audience doesn’t want to figure out why your product is great; they want you to tell them how it’ll make their life better.
So, take a look at your ads:
- Are you listing features and hoping your audience connects the dots?
- Or are you showing them the outcomes they’ll love?
Remember: You’re not selling a product—you’re selling a transformation.
Happy advertising,