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Feature vs. Benefit Oriented

Feature Oriented vs. Benefit Oriented

I’m so glad to see so many people finally getting interested in this! If there is just one thing to do to make a difference in your marketing and/or conversion rate, it’s switching to benefit-oriented language. Seriously! Here’s why:

  • It answers the question, “What’s in it for Me?”
  • It keeps the reader engaged
  • It comes from the reader’s perspective, which is going to help you and your reader

What you do to turn a feature into a benefit (or communicate both), is to define how people benefit from the feature.

      Feature-Oriented: “I have over 25 years experience in this field.” (true, btw!)

      Benefit-Oriented: “You will have over 25 years of hands-on ad agency experience working for you!” (also true, FYI! – And now you know what you get out of the feature.)

Instead of saying, “I…”, or “We…” in a lot of sentences, it says “You will get…”, “You will have…”, “You will experience…”. 

You want more? Contact me for a complimentary consultation.