Features & Benefits

Most Shopify Store Copywriting Talks About Features, Yet Customers Only Want To Buy Benefits (So Let's Give Them What They Want)

People Hate Being Sold To, But They Love To Buy

It’s very easy to fall into the trap of listing the technical specifications, functionalities, and details about your product…

Without translating them into meaningful advantages for your audience.

When you combine these properly, you give your customers the reason to buy your product.

But without it, your visitors are probably thinking “what’s in it for me?”.

Is It A Feature Or Benefit?

Features are something your product has.

For example:

Feature - “100% cotton.”

Benefits are what that feature does for your customer.

So with a quick Google search, I found many websites talking about the benefits of cotton and a great summary with 11 benefits I could use for my product description.

Step #1 - What Is Unique About Your Product?

The features and benefits section is your chance to spell out what is unique about your product and why customers should choose it over your competitors.

So they might have gotten excited about the look of it, but now they can also justify why it is superior and why they need it in their life.

Spell Out Your Benefits

Sometimes it doesn’t have to even be unique and making clothing from cotton is one example of this.

Your competitors might also use cotton, but never take the time to spell out the benefits.

In this case, visitors might remember and associate those benefits to other cotton clothing.

That’s why it’s also important to try and find the truly unique benefits of your product and why you’ve made it a particular way.

But anything you can put here will give you an advantage over competitors that you can build on while you improve your marketing and your product design in future.

Step #2 - How To Turn Features Into Benefits

A good way to present your features & benefits are in bullet points (between 5-8 of them).

And you should focus on how each feature directly translates into a tangible benefit.

Remember The “Curse Of Knowledge”?

When you work in a particular industry or with a product, you end up knowing a lot more than the average person about it.

Therefore, you might instinctively know the benefits of your product or the materials you use.

But your customers probably won’t, so you need to take the time to educate them.

Feature And Benefit

I’ve rewritten some of the information on cotton I found to give you an idea of what this might look like in the features and benefits section of your product description:

All of our dresses contain 100% cotton which means they’re:

Comfortable: Cotton is soft and feels great against your skin unlike some other fabrics which can feel itchy, irritating, stiff or clingy.

Moisture Control: Cotton is naturally absorbent and breathes better than oil-based synthetics like polyester so it doesn’t show perspiration. This keeps you dry naturally and means you don’t have those awkward sweat stains from the heat or a big night out.

Step #3 - Try The “So What?” Test

Keep referring back to the problem at hand.

Because there is a problem, otherwise, your product wouldn’t exist.

Take a product feature and turn it into a benefit by asking yourself why it even matters.

“So What?”

Take the example of explaining the feature to a potential customer, and they say “So what? ”

Don't say: "Our cotton apparel is made from premium organic cotton."

Instead say: "Experience the unmatched comfort of our clothing, crafted from the softest organic cotton that cares for your skin and the planet."

When you teach a customer why your product is superior, they’re more likely to relay that to their friends and family as well.

People Buy With Emotion And Justify With Logic

Rough statistics from Russel Brunson mentions that 60% of people simply buy because they’re excited about the product.

That’s why we start our product description with all the emotional reasons they should buy from you.

They’re either excited about the problem you’re finally going to solve for them…

Or you’ve built so much desire that they just have to buy from you right now.

The Next 20%

The next 20% of people who are ready to buy based on emotion, need to back up that decision with logic.

And there’s an easy way to bring that into all your product descriptions.

Plus it always helps to let people justify their decision.

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