Promoting Benefits instead of Features to Increase Conversions

A majority of people think that features and benefits are one and the same. Though they have many similarities, there is a difference between them.

Features vs. Benefits

When it comes to product promotion, one of the most common mistakes individuals make is focusing too much on features rather than benefits.
The cause for this error is that some individuals believe that a product will be better if it has more features. This isn’t correct. In fact, instead of focusing on the qualities of your product, you should constantly aim to emphasize its benefits.

What are Features?

A feature is something that makes a product unique or different from other products in the market. For example, Apple’s iPhone has a lot of great features such as:

  • Touch screen
  • Voice recognition
  • GPS system
  • Camera
  • iPod music player
  • Bluetooth technology

What are Benefits?

Benefits are the consequences or outcomes that users will (ideally) experience as a result of utilizing your product or service – the reason why a potential client becomes a paying customer. 

A benefit is something that helps you achieve your goals. It could be anything like:

  • It allows me to do my work faster
  • It helps me save time
  • It gives me more free time
  • It saves money
  • It improves productivity

Transform Features Into Customer Benefits

You can transform your features into customer benefits. With proper copywriting skills, you can easily convert your features into benefits.

Using a Feature-Benefit Matrix

A feature-benefit matrix is a useful tool for determining whether or not your clients’ needs are being satisfied. A feature-benefit matrix can be used to generate a clear image of what your customers want, as seen in the table below.

Feature | Benefit


F1 | B1

F2 | B2

F3 | B3

… |…


In this example, F stands for “feature” and B stands for “benefits.” You can see that each cell represents a single feature or benefit of your product. You’ll get a better understanding of which features and benefits matter most to your target audience if you fill out the cells with relevant information about your product.
The main concept is to consider how your customers will BENEFIT from the FEATURES of your service or product. If you can’t think of any advantages, it’s time to rethink your product.
When you prioritize the advantages above features in your marketing, you’ll see a significant increase in conversion rates.

Extra Pro Tips on Achieving the Maximum Conversion Rate

Provide the solution to a single problem that the majority of people are experiencing. 

Your primary purpose is to deliver solutions to your consumers’ problems. It’s your job to persuade them that your product answers their issues.

If you’re selling a software application, you might say things like:

  • My app will allow you to manage all your contacts.
  • My app will let you organize your tasks.
  • My app will give you access to your data anywhere.

Because these assertions are simple to understand, this type of language is commonly used in sales letters. Ascertain that your prospects understand the benefits of using your product.
Remember to keep your message short and uncomplicated while composing your sales copy. Don’t make things too difficult for yourself. Maintain a straightforward approach!

Focus on Imagery

Conversions can be boosted by images in a big way. They provide your content a more professional, appealing, and trustworthy appearance. Images also improve retention and engagement.
Make use of graphics to emphasize your advantages and qualities. You should also provide photos whenever possible. This will increase your credibility and dependability.
Having a pleasing image in the forefront not only attracts customers, but it also makes them feel more at ease when making a purchase.

Add a guarantee

One of the most effective methods to develop trust and confidence is to offer guarantees. People like assurances because they trust the corporation will look after them if something goes wrong.
People frequently purchase things based on their warranties. For example, if you sell garments online, you may guarantee complete pleasure. This means that if a customer purchases a shirt from you and it does not fit properly, you will send them a replacement shirt for free.