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.