Finding The Distance Between A Point And A Line Formula Features vs. Benefits vs. End Results

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Features vs. Benefits vs. End Results

If you’ve been in the copywriting field for very long, you’ve heard the phrase “features vs. benefits.” This is a fundamental copywriting principle and the driving force behind much of what we create as copywriters. But there is another side to this equation.

What happens after customers purchase your product or service? Once they use what you have to offer, what will be different in their lives? What will be the end result of their purchase decision? Getting your customers to see the end results of their actions can be an extremely powerful simulation tool that you’ll want to include in your copy.

Let’s look at the features, benefits and end results and see how all three work individually and collectively to create a targeted push to the point of purchase.

Features – The basic outline of your product or service

Features, in copywriting, are a starting point. They provide a basic framework for what your customer needs to know. Features describe the characteristics (often) of a product or service. If we are using the example of a wireless, telephone answering system, some of the features might be:

• 5.8GHz FHSS

• Caller ID of the conversation

• Expandable to 4 handsets

• Selectable ringtone

• Speakerphones

For someone who knows nothing about cordless phones with answering machines, this list may not make much sense. This is the basic blueprint of the telephone and nothing else.

Benefits – Make the product or service more personal

Benefits make features come alive. Benefits make the features and product or service more personal. They describe how the features will improve the customer’s life in some way. Using the features list above, see what the benefits might be. (The list below is taken from Panasonic™ marketing materials and relates directly to their KX-TG5230M model phone.)

· 5.8GHz Digital System: The 5.8GHz frequency lets you go anywhere in your home and have clear reception without interfering with your home network. Frequency-hopping digital technology protects calls from outside sources.

· Talking Caller ID: No need to be within visual distance of your phone. You can hear who is on the line before you pick up the phone. No more running around to find a handset or base!

· Expandable: Put the phone in any room—additional handsets cost less than other phones and don’t require a phone jack. This base unit supports a total of four handsets. Add three handsets for a complete set.

· Selectable ringtones: Customize your phone’s sound by choosing from three ringtones.

· Dual speakerphones: Talk directly to the base with the base speakerphone, while the handset speakerphone provides convenient hands-free calling wherever you take your handset.

Benefits personalize the features. They describe how the features will be used in the customer’s life.

Final results – a glimpse into the future

However we can take this process a step further. After customers purchase the phone, and after they use it, what end results will they experience? As asked before, how will their lives improve? What will be the impact on their purchase decision? Return to our list and add the final results as the last sentence to the list of benefits.

· 5.8GHz Digital System: The 5.8GHz frequency allows you to go anywhere in your home and have clear reception without disturbing your home network. Frequency-hopping digital technology protects calls from outside sources. You will have complete freedom to talk without interference in the most advanced systems available.

· Talking Caller ID: No need to be within visual distance of your phone. You can hear who is on the line before you pick up the phone. You will enjoy ultimate convenience with this feature. No more running to see the handset or base!

· Expandable: Put the phone in any room—additional handsets cost less than other phones and don’t require a phone jack. This base unit supports a total of four handsets. Add three handsets for a complete set. Expandable phone systems are smart investments that save time and money.

· Selectable ringtones: Customize your phone’s sound by choosing from three ringtones. Make your phone an extension of yourself.

· Dual speakerphones: Talk directly to the base with the base speakerphone, while the handset speakerphone provides convenient hands-free calling wherever you take your handset. Speakerphones have the flexibility to talk wherever and whenever you want.

See what the end result does? They have given the customer a glimpse into the future. The feature says that the phone has 5.8GHz technology. The benefits go to explain why 5.8GHz technology is important, as it provides clear reception and security. The end result wraps things up by stating that the customer’s life will be full of freedom and there will be no interference from their highly advanced systems.

Other final results point out how the phone system will make each user’s life more convenient, how this smart investment will save time and money, how it will match the person’s personality and how the phone will give flexibility to the customer’s life.

When you plan your copywriting, be sure to list features and build your benefits in general. But, for added power, don’t forget to include end results that will help customers visualize how your product or service will improve their lives.

© 2005 http://www.copywritingcourse.com

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