The last thing you want your marketing copy to be is a features-laden description of your products or services.  Most clients and customers base buying decisions on perceived benefits not features.

Think of the feature as the description and the benefit as the result. Then rewrite your feature statements into benefit statements. You’ll save prospective buyers the trouble of trying to do it themselves — which they generally won’t.

Consider the following feature and benefit statements:

Feature: We’re open until 10:00 p.m. every night.

Benefit: Because we’re open late every night, you can shop at your convenience and don’t have to take time off work.

Feature: Our day care center provides age-appropriate stimulation.

Benefit: Because your child will be stimulated by age-appropriate activities and certified day care workers, their mental development will be accelerated. We care about your child’s progress.

Feature: We use only high-quality woods and adhesives when building our furniture.

Benefit: Because we use only the best when making our custom furniture, your purchase will be a one-time, long-term investment that will outlast you.

Feature: Our bookstore features comfortable chairs throughout the store

Benefit: Because we provide comfortable chairs throughout our bookstore, you can relax and read snippets of various books before buying. Know what you’re buying and you’ll enjoy your investment that much more.

Feature: I have over 20 years of experience selling houses in the neighborhood.

Benefit: Because I have over 20 years of experience selling homes in your neighborhood, your home will be sold quickly, for the highest amount possible, letting you focus on other important things. Let me take the stress out of selling your home.

Which statements resonated with you?