Description

Copywriting expert John Carlton explains the difference between features and benefits for marketing a product or service. This is point 11 of his Simple Writing System. To learn more go to www.SimpleWritingSystem.com.

Transcript

Speaker 1: Okay, it’s easy to figure out, to use, yes but the bottom line benefits, when you think about benefits, think about things like feeding the greedy animal inside or solving basic mesoheirarchy of needs type of thing. This will make you feel energized. And with all the stuff you’re talking about, bringing the family back together, those kind of feeling that devoid people’s live. Call me in fierce, bringing sustenance where there is a nothing there before. Is it Charlie? Charles: I am Charles. See, having to worry about missing any alerts? Speaker 1: Missing any what? Charles: Missing alerts or -- Speaker 1: No, that’s a feature. Those will just stop. Let’s just use that as a good example. What is the benefit of being able to go anywhere and never miss an alert. Speaker 3: To me how my delivery have been alert is the feature and the freedom be able to travel and not worry for missing something. Speaker 1: You see how that changes it slightly? The feature is you’ll never be away from alert but what is the advantage of that? What is the benefit of that? And the benefit is that for example last Monday at 10:30, when a lot of people were stuck in traffic on the L.A. 405, something happened that presented one of the best opportunities in the last 5 years in futures. And what would happen was your cellphone would ring and blah blah blah, something like that. Does it make sense Charles? Charles: Yes.