Product Marketing Tips: Writing Benefits vs Features Part II

In our last post, we discussed the difference between features and benefits and why both are important for your product marketing.  In today’s post (part II) we’ll explain how you can make the most of features and benefits in your product copywriting.

1. Determine the problem that your ideal customers are trying to solve. Understanding the key pain points your target customers face can help you get a better idea of what benefits and features they are looking for. Once you know what your ideal clients are looking for, it is much easier to write about your solutions in a persuasive, customer-centric style.
2. Connect the solutions to those problems with the product or service that you deliver. Make it clear to your prospective customers that your product, service or solution solves their problem, in no uncertain terms. It also doesn’t hurt to target the features that make your products or services stand out above your competition. How can you help solve their problem in a way that your competitors can’t?
3. Tell them not just the results, but why those results matter. You can take this idea to the next level, by explaining not just the benefits of your product or service but also how those benefits can help their overall business or marketing strategy.  It’s important to explain how your solutions can benefit your customers, but by putting those benefits in the context of an overall business strategy, you can put the numerous ways your solutions help into the broader perspective of overall business improvement.

Posted by Amberlie Denny at June 24, 2010 8:30 AM

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