Copywriting: Describe Benefits before Features


Do you count the days that you need to disconnect from the routine?

Maybe you already have a few days reserved to go to the beach with the family. Or you may like the mountain and adventure sports more.

Anyway, today I want to remind you something that I am sure you have read in several articles on marketing, sales and copywriting.

I refer to the importance of talking about benefits instead of characteristics.

I advise you to review the strategic texts of your website before packing and analyze if you talk more about benefits or characteristics.

Do you see how your service / product is or avalanches directly to how you can improve your client’s life?

This is a fundamental exercise that you must perform if you want to increase your chances of success.

As consumers, we are attracted to the feelings and emotions that come from what we are going to pay for. It does not matter if it’s a clock, a sailing course or hiring a nanny for our children.

All, all, all purchasing decisions have a great emotional influence . Irrational.

Discover the advantages of talking about benefits in your texts to trigger the conversions of your texts #copywriting

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Benefits vs. Characteristics: the difference between selling or justifying a purchase

People rationalize our purchasing decisions based on facts (quality, price, durability, material, etc.).

But we make the purchase decision based on the feelings and emotions that evokes what we are going to acquire.

The solution to apply in your texts is simple: make a list of the benefits that your services or products bring to the life of the person who buys you and then write strategic texts that sell those final results.

If you have read this far, you already have the relevant information of this article to be able to go on vacation knowing something else.

But as the safest thing is that you’ve heard many times that it’s better to talk about benefits than characteristics when it comes to selling, I recommend you keep reading.

In his book The Error of Discards , Antonio Damasio , professor of neuroscience at the University of Southern California, argues that emotion is a necessary ingredient for almost all decisions.

For its part, the University of Rochestar School of Medicine published a study based on brain activity that reveals that emotions are the primary factor in all decisions. Also those of purchase.

In fact, this study reveals that “if we eliminate emotional factors it is impossible to make decisions of any kind in everyday life”.

People who have the damaged prefrontal cortex (the area of the brain where we process our emotions) are completely blocked when they have to make personal decisions. I am referring to everyday situations such as scheduling a visit with the doctor, tying a seatbelt or buying the newspaper.

Hallucinatory. True?

Emotions are important to this point.

But this is not all.

The 6 feelings that determine our decisions

When we face a decision, which may not be a purchase, the emotions and previous experiences that are related to it create the preferences that lead to our final decision.

For sales expert Geoffrey James explains that all purchasing decisions are reduced to a mix of the following six sentiments:

  • Greed: if I make a decision now, I will be rewarded
  • Fear: if I do not make a decision now, I shit!
  • Altruism: if I make a decision now, I will help others
  • Envy: if I do not make a decision now, my competition will win
  • Pride: if I make a decision now, I’ll look smart
  • Shame: if I do not make the decision now, I’ll look stupid

 Depending on the personality of the buyer and their emotional state at the time of making a purchase, will be influenced by one feeling or another.

When we make personal decisions we evaluate the risks or emotional benefits of that decision. If we can not grasp the emotional image, then we can make the decision.

As you see, there are plenty of reasons to appeal to emotions in your strategic texts. This is one of the main techniques of copywriting used since the origins of persuasive writing.

It is an indispensable condition for your texts to sell. If you conjure up mental images of the benefits of your services or products in the minds of your clients, you will be persuaded to end up making the desired click.

Think about it.

If you do not know how to convey the true value of what you offer and make your potential customer see the need to click, then it does not matter how good your offer is.

Do you want to sell? Evokes mental images of the benefits of your services or products in the minds of your customers

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Do you sell coaching courses?

Focus on the benefits a client will get when they finish the course.

  • How will you feel?
  • How will your life change?
  • What will he have gained?
  • What will he have lost?

Get in the mind of your reader. Identify your longings, fears and aspirations. And offer him what he needs, talking mainly about benefits.

How to convert characteristics into benefits?


If you are not clear about the benefits offered by your services or products, then you can ask yourself these questions.

Identify the characteristics first.

Suppose you are a mentor that helps professionals organize and plan time so that the client can meet their annual objectives. Your sessions are weekly (to track) and have a duration of one hour and a half. In each session, the objectives obtained the previous week are reviewed and the roadmap for the coming week is specified.

  • What problem reduces or eliminates that feature?
  • What does that feature bring to your client’s life?
  • What would happen to your client if that feature did not exist?

With these sessions, short and intense, your client will have enough time to be able to fulfill his objectives, having clear which tasks he should prioritize.

This will improve productivity and advance weekly in a guided manner towards your goals.

You will obtain a main benefit: you will achieve small goals each week that will bring you closer to your annual goal.

In addition, this feature will give you a feeling of continuous accompaniment, because you will not be alone.

Finally, if you can not have weekly sessions with you, the most likely thing is that your client loses focus and deviates, once again, from his route plan. Therefore, it will not reach its goals in one year.

You see it?

We have just transformed a feature into several benefits:

  • You will be clear about what weekly tasks you should prioritize
  • Improve your productivity
  • Advance in a guided way towards your goals, fulfilling small weekly objectives
  • You will feel accompanied during the process
  • It will have focus and will not deviate from the marked roadmap

The same feature could have several benefits. You must choose the one that most connects with your target audience and communicates it by adapting the message to your target.

Your strategic texts should convey the benefits of your service or product using the right tone

Let’s recap

It has detailed what final result a client will get if he hires you. Or if you buy one of your books. Or if you subscribe to your mailing list.

It may seem that it is easier to talk about characteristics than benefits. Surely it is true because to talk about emotional results we must think a little more.

But is it worth it?

It is much more effective.

Find that great benefit that your client will get and tell it with details in your texts. In this way, your reader will think: “this is for me”.

To do so, you can follow these steps:

  • Transform characteristics into benefits
  • Discover the needs of your customers
  • Describe the benefits and incorporate the values of your brand
  • Provide reasons for your clients to make sure that you are the best option

Remember that in the field of personal development and welfare, when we talk about benefits, we refer above all to:

  • Health improvements
  • Tranquility, security
  • Productivity
  • Happiness
  • Savings (time, worries, money)
  • Increase in knowledge
  • Release of fears
  • Family Reconciliations
  • Discovery of vocations
  • Improvements in food
  • Increase friendships
  • Find a partner
  • Improve self-esteem
  • Etc