People buy on impulse. Buying is an emotional experience. As a Sales writer, you need to know the difference between features and benefits if you want to evoke the emotions that will turn a reluctant consumer into a buying consumer.
Ok, let’s pretend that you’re selling a $500k Ferrari sports-car.
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Examples of the “Features” of the car might include:
1. Made by the best European car designers.
2. Includes hand-made Italian leather seats and expensive coverings
3. Lifetime guarantee on all parts.
Examples of the “Benefits” might include
1. You’ll have the most famous sport-car in the world.
2. You’ll be recognized as someone with style, flair and real class.
3. You’ll be envied by your peers.
The difference is that “features” focus on how the product is made, while the “benefits” focuses on how your customers will gain by using your product.
In general, people are attracted first to the benefits and then consider how the features make these possible.
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