Summary: One of the most difficult concepts to grasp for online business owners who are writing their own sales copy is to write about the benefits of your product/service, rather than the features. Even though this skill is critically important, I would guess that less than 10% of business owners truly understand it. Not surprisingly, it's also the primary reason that so many marketing campaigns fail.  Distinguish between your features and benefits on this one page PDF worksheet.

One of the most difficult concepts to grasp for online business owners who are writing their own sales copy is to write about the benefits of your product/service, rather than the features. Even though this skill is critically important, I would guess that less than 10% of business owners truly understand it. Not surprisingly, it's also the primary reason that so many marketing campaigns fail.

When you try to sell the features of your product or service, you're making the customer do all the work to figure out why they want the feature. As the seller of your products and services, it's in your prospect's best interest to draw the connection for them. In order to do that, however, you have to know the results yourself.

So, then, what's the difference between benefits and features? A feature is a factual statement about the product or service being promoted. However, it's not the features that entice customers to buy. That's where benefits come in. A benefit answers the question "What's in it for me?"  Distinguish between your features and benefits on this one page PDF worksheet. 

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