MassNet Marketing Blog

Ad copy is one of the most important aspects to consider when it comes to grabbing the attention of your target market. However, it’s often confusing as to whether you should focus on benefits or features when writing your copy. Let’s take a quick look at the differences…

What are features? They are descriptions of what qualities a product possesses.

· The XYZ car delivers 55 miles per gallon in the city.
· Our ladder’s frame is made from a lightweight durable steel alloy.
· Our glue is protected by a patent.
· This database has a built-in data-mining system.

And what are benefits? They are what those features mean to your prospects.

· You’ll save money on gas and cut down on environmental pollutants when you use our energy saving high-performance hybrid car. Plus, you’ll feel the extra oomph when you’re passing cars, courtesy of the efficient electric motor, which they don’t have!

· Lightweight durable steel-alloy frame means you’ll be able to take it with you with ease, and use it in places most other ladders can’t go, while still supporting up to 800 pounds. No more backaches lugging around that heavy ladder. And it’ll last for 150 years, so you’ll never need to buy another ladder again!

· Patent-protected glue ensures you can use it on wood, plastic, metal, ceramic, glass, and tile…without messy cleanup and without ever having to re-glue it again—guaranteed!

· You can instantly see the “big picture” hidden in your data, and pull the most arcane statistics on demand. Watch your business do a “180” in no time flat, when you instantly know why it’s failing in the first place! It’s all done with our built-in data-mining system that’s so easy to use, my twelve year-old son used it successfully right out of the box.

Just remember, it’s more important to focus your ad copy to emphasize benefits not features.