Friends with Benefits
Here’s how to make friends with benefits, people.
Now — minds out of the gutter, please.
I’m talking about the 𝘣𝘦𝘯𝘦𝘧𝘪𝘵𝘴 of your product or service, of course.
If you’re writing your own copy, you’re going to want to save this one.
I’ll break it down:
💥 The features tell the customer something about your product or service
💥 The benefits explain how your thing will improve the customer’s life
Powerful stuff, right?
Here’s an example
Say you’re selling travel mugs. The features might include:
💫 Vacuum insulated walls
💫 Food grade stainless steel
💫 400ml size
Cool, cool. But if you want to communicate the benefits, all you need is three little words.
💫 Vacuum insulated walls WHICH MEANS THAT your bevvie will stay hot for up to 12 hours
💫 Food grade stainless steel WHICH MEANS THAT it will last for years
💫 400ml size WHICH MEANS THAT it’s perfect for on-the-go
Why do I care about this?
Remember: people might not understand why the feature matters. A benefit explains why they should care about the technical features.
The benefits connect the dots for your customers. They’re busy and distracted — don’t make them do extra mental gymnastics before they add to cart.
Bottom line
It’s your job to communicate why the features matter. And compelling benefits are the way to do it 🤩
That’s how to make friends with benefits. There’s also Tinder. I’m told.
And if that sounds about as appealing as chewing tinfoil — don’t stress. It’s a huge part of my SEO copywriting service and I’d be happy to help.
Martha Barnard-Rae is a Denmark WA-based SEO copywriter. She supports businesses in Denmark, Albany, the Great Southern and beyond with all the wordy things they need to stand out in the best possible way.
Her words live on the websites, blogs, videos, emails, and socials of businesses all over Australia. An accomplished speaker, Martha helps brands, business owners, schools, and Government Departments understand what they need to do to find their voices.
Martha holds an Honours Degree in English and a Master’s Degree in Education — communication truly lights her up. When she’s not crafting delicious words, you’ll find her walking two giant pooches, practicing her ukulele, or wrapped around a cup of tea, planning out her next Instagram reel.
To stay up to date, join the Word Candy crew on Instagram, or connect with Martha on LinkedIn.