You know the drill. Watch the whole video, but in the meantime, here are the highlights.
- People don’t say “yes” to facts. They say “yes” to FEELINGS.
- A “feature” answers the question “what is this?”
- A “benefit” answers the question “what can this do for me?”
- A feature-based writer might say: “The cost of my services is $3,000,” while the benefit-based writer would say: “You can expect to make $30,000 off my services.”
- This distinction is often why writers can’t get subscribers to their newsletters, or buyers of their book.
- You should sell Fire Mario, not the Fire Flower (see 5:30 for explanation)
- The New York Times uses features in one place, benefits in the other… can you guess where? (6:15)
- How Shure Microphones (and 8 other examples in the benefits) use benefit-based writing to win minds of readers.
PS – if you’re wondering “why the heck does this video matter in the first place?”…