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One of the easiest mistakes to make in copywriting is promoting a feature instead of a benefit. It’s an easy mistake to make. You look at the product and see all these features. You might not see the benefits right off.
Features are more functional. They relate to what the product does. But customers don’t care what a product does. They care what it does for them.
This is something any student copywriter is told over and over. You probably know it well. But if you have ever forgotten it, you’ll understand the point of this article. Listing features is easy. Emphasizing benefits takes more work.
As you think about a product, think like a customer. What do they need from the product? What is the biggest benefit of the product? What about overlooked benefits?
Listing of features has its place in advertising, but the benefits need to be emphasized far more. Make sure you don’t make the mistake of skipping the benefits when you write.