Make sure that the words you use on your Web site are
benefit-oriented rather than feature-oriented. Instead
of telling your potential customers what your product
can do (features), tell them what it can do for them
(benefits). In other words, describe the product in terms
of the result it offers rather than the product itself
for myself and for clients.
you write a benefit, you can test whether it's a
real benefit by imagining your reader asking the question,
"So what?" If it's a feature or a weak benefit,
answering that question can give you a stronger benefit.
's an example ... Suppose you're selling a digital
camera that has a resolution of 24 megapixels.
That's obviously a feature, not a benefit, but you'd
be surprised how many camera Web sites advertise their
products that way.
Your photos will be as bright and clear as if you
were using ordinary film.
you see how that process of asking the "So what?"
question leads to strong benefits? What we started with
("24 megapixels") is vastly different from the result
("as bright and clear as ordinary film").
that I framed the example in a particular way.
You were talking to a customer who had a history of using
traditional cameras, so the benefit was relevant to them.
If your customer was, say, a professional photographer,
then you might end up with a different benefit - e.g.
"This is the only camera resolution that is accepted
by National Geographic".
's a quick way to get the "So what?" answers ...
by listing all the features of your product
or service. Yes, that's right - start with the FEATURES,
which should be easy for you to do.
take each feature in turn, ask the "So what?"
question, find an appropriate answer, and add it to the end
of the feature with the words "... so that".