Key Takeaways:
- Features don’t sell — benefits do. Turn product features into emotional, results-focused benefits that speak directly to your audience’s needs.
- Use the word “you” + an action verb. Example: “Low price” becomes “You save more with our low price.”
- Match benefits to buyer desires. Understand your customer’s goals and clearly show how your product helps them achieve those goals.
- Know the difference between a feature and a benefit. A feature is what your product has; a benefit is what the customer gets.
- Hiring a direct response expert increases response and ROI. Agencies like CDMG specialize in turning underperforming campaigns into high-response, lead-generating machines.
Here’s a guaranteed way to sell more of your product or service — and generate more leads, conversions, and profits.
Focus on benefits… not features.
Every time you write advertising copy — whether for direct mail, landing pages, email, websites, or video — emphasize the benefits of what you’re offering.
Why?
Because your prospects don’t care about the specs or features of your product.
They care about what it will do for them.
Unfortunately, most marketing campaigns — including digital ads, traditional print, and even social media promotions — make one fatal mistake:
They list features instead of translating those features into powerful, emotional, results-driven benefits.
And the result?
Poor response. Missed opportunities. Disastrous failures.
At best, mediocre response.
Copywriters, marketers, and agencies fall short simply because they don’t know how to turn features into benefits.
Let’s fix that right now.
Features Don’t Sell. Benefits Do.
Features are what your product or service has.
Benefits are what your buyer gets.
Examples:
• A compact size (feature) becomes… “fits easily in your pocket” (benefit)
• A low price (feature) becomes… “you save more with our exclusive pricing” (benefit)
• A large capacity washer becomes… “holds 20% more laundry so you do fewer loads”
Let me give you 6 proven rules to turn features into irresistible benefits that we provide for our CDMG clients.
6 Proven Rules to Turn Features into Irresistible Benefits:
Rule #1: Add the magic of “you” plus an action verb.
Take the feature and tell the prospect what it does for them.
“Low price” becomes:
“You save more with our low price.”
Rule #2: Decide how your buyers will benefit… then say it.
Turn each feature into a result that matters to your audience.
Selling a tiny pocket knife?
Feature: Compact size.
Benefit: “You can carry it easily because it slips into your pocket.”
Selling golf clubs?
Feature: Precision-engineered.
Benefit: “You’ll lower your score thanks to greater accuracy.”
Rule #3: Know your buyer’s exact goals and desires.
Ask:
What do they really want?
What are they trying to fix, solve, or enjoy?
Then match the benefit to that desire.
Selling a vacuum cleaner?
Benefit: “You’ll clean faster and get home sooner to spend more time with your family.”
Rule #4: Don’t confuse features with benefits.
Too many marketers call features “benefits” — but they’re not.
A $100,000 life insurance payout? That’s a feature.
The security of knowing your family is protected? That’s the benefit.
Help your audience feel the impact of the benefit — peace of mind, confidence, control, freedom.
Rule #5: Step into your buyer’s shoes.
Before you write a single word, ask:
• “What would convince me to buy this?”
• “What benefit would close the deal?”
• “What order should I present these benefits in to build maximum desire?”
This is the fastest way to create emotionally persuasive, high-converting copy.
Rule #6: Use these same strategies in B2B marketing.
Even when selling to businesses, you’re still speaking to humans.
Don’t say:
“This copier duplicates 100 pages per minute.”
Do say:
“Your staff will get their jobs done faster — impressing the boss and freeing up time for bigger wins.”
I guarantee if you follow these directions, you’re going to see an increase in your response and ROI. It’s proven. It’s effective. And it will transform your marketing.
Final Thoughts: Let Us Help You Turn Features Into Profits
Most marketers fall into the “feature trap.”
But your success depends on breaking free — and turning every piece of marketing into a benefit-driven sales machine.
At CDMG, we’ve transformed over 11,000 campaigns using these exact principles. We specialize in helping presidents, CEOs, and marketing directors get accountable, measurable, lead-generating results.
Whether it’s:
- A new product launch
- A landing page rewrite
- An email campaign
- A digital ad or Meta project
- A direct mail project
- A full multi-channel strategy…
We can help you write persuasive, high-response marketing copy that turns features into bottom-line results.
Want help with your next campaign?
Call Michael at 615-933-4647 or email [email protected].
FAQ:
Q1: What’s the difference between a feature and a benefit in marketing?
A feature is a characteristic of your product or service (e.g., “compact size”).
A benefit is the result or outcome the buyer experiences (e.g., “fits easily in your pocket so you can carry it anywhere”).
Q2: Why do benefits sell better than features?
Buyers don’t care about specs — they care about results. Benefits trigger emotions, solve problems, and show value, which increases conversions and sales.
Q3: What is the most effective way to turn a feature into a benefit?
Use the word “you” with an action verb and show the buyer what they gain.
Example: “Low price” becomes “You save more with our low price.”
Q4: How do I know if my copy is too feature-heavy?
If your ad copy only lists specifications, dimensions, or prices — without showing what the buyer gets — it’s likely too feature-heavy. Rewrite it by asking, “What does this do for the buyer?”
Q5: Do these rules apply to B2B marketing too?
Yes — even in B2B, you’re selling to people. Focus on how your product helps buyers save time, reduce errors, impress the boss, or boost results.
Q6: Can CDMG help improve my company’s sales copy and marketing strategy?
Yes. With 40+ years of direct response expertise and 11,000+ campaigns, CDMG can turn your features into powerful, benefit-driven campaigns that generate measurable leads and sales.