In copywriting, benefits are important but elusive. You're told to 'sell the benefits' and not the features, but how do you know which is which? And even when you do identify your benefits, how do you include them in your copywriting? This short presentation gives you a crash-course masterclass in selling the benefits in your copywriting.

1. Copywriting Masterclass: Selling the
Benefits

2. Welcome to this free class, I'll be your
guide for today...
• www.harrisonamy.com
• Copywriter / Content Marketer
• Clients
o Small business owners
o Coaches / entrepreneurs
o Large companies
• What we'll cover
o The difference between features and
benefits
o How to identify benefits for different
audiences
o How to find the benefits in your offer
o How to use benefits in copywriting

3. What are benefits?
Benefits are the reason we fall in love with products.
Imagine your favourite pair of jeans or a childhood teddybear
Even though the ‘features’ are nothing more than material and
thread, the ‘benefits’make us FEEL something
The jeans fit perfectly, we feel attractive
The bear is soft, we feel comforted

4. When you fall in love,
you’re attracted to
‘features’ (hair colour
etc)
But how you FEEL when
together is much more
powerful.
So much so, that if
someone came along
with the exact same
features…
…you wouldn’t even
notice them.

5. Benefits in copywriting are a
little different.
While you grow to love your
jeans, your teddy bear and
your partner from spending
time with them…
…In copywriting, you use
benefits to make your customer
love your product before it’s
even out of the box.

6. The difference between benefits and features
Mp3 Player
Features: What it has / does
• Blue
• In-ear headphones
• 8GB memory
• Screen dial and touch
buttons
• Radio setting
• USB connect
Benefits: Why people buy…
• Looks stylish
• Comfortable listening
• 1,000s favourite songs
• Choose songs quickly
• Listen to favourite shows on the go
• Quickly and easily manage large
nos of songs via computer

7. Difference between features and
benefits
Car
What it has:
• 4 wheels and an engine
• 4 doors
• Spacious
• Huge wheels
Why people buy it:
• Independence, freedom, adventure and control
• Easy to transport more than 2 people, sociable, perfect for families
• Comfortable for long journeys, the commute or frequent use
• Feels safe, enjoyable to drive, perfect for doing the school run up a mountain

8. Features tell the facts

9. Benefits sell the adventure

10. So what gets your customer's attention?
To use features and benefits with great effect in
your copywriting, you need to understand 2
things about your audience

11. 1. Your customer has a NEED
(features)
2. Your customer’s choice of
product is influenced by DESIRE
(benefits)

12. NEED FEATURE
Shorter hair Haircut
Haircut that doesn't
look stupid
Qualified Hairdresser
But the customer won’t choose just ANY
hairdresser. They’ll choose one based on their
desires:
DESIRES BENEFITS (how will
our customer FEEL?)
To look stylish Confident
To impress friends Important
Be Pampered Relaxed
To have a friendly
experience
Sociable

13. Benefits make your customer
FEEL good

14. So how do you find the benefits for your
audience?

15. 1. Review the features
• What does it have / do?
• List as many things as you can
o What does it look like?
o What are the functions?
o How does it work?

16. 2: How will your customer use it?
• What are they struggling with right now?
• What specific problem does you solve?
• What does it enable them to do?
• What does this look like in their life?
• (Refer to your customer profile)

17. 3: What makes them feel good
(what do they desire?)
LOOKS? SMARTS? SOCIAL? PROBLEM PROBLEM-FREE
Attractive Intelligent Popular Worried Carefree
Sexy Successful Admired Stressed Relaxed
Desired Wealthy Included Sick Strong
Fit Knowledgeable Exclusive Failure Success
Special Skilled Influential Embarrassed Confident
Noticed Proud Cool Poor Affluent
Slim Elite Confident In pain Vibrant
Envied Ambitious Needed Frustrated In control
Captivating Efficient Leader Overwhelmed Focused
Here are some popular triggers that motivate customers to buy. It is not an extensive list and you
should create your own based on your customer. If you’re struggling to find a positive benefit, think
of a pain or frustration, and find the opposite (see last 2 columns)

18. Pause for a moment
Features tell the facts, benefits sell the adventure
1. What do you have?
2. How will they use it?
3. What makes your customer feel good?
Let's look at an example...

19. 1. Review the features... of a
business coaching programme
• Run by an experienced consultant
• Weekly 1:1 mentoring via phone
• Helps business owners develop a strategy
and marketing plan

20. 2: How will your customer use it?
• What are they struggling with right now?
o Frustrated and overwhelmed in their business
• What specific problem does it solve?
o Not knowing where to go next in their business
• What does it enable them to do?
o Rethink the direction of the business with expert guidance
o Find answers to frustrating questions
o Find shortcuts and systems for a more efficient business
• What does it look like in their life?
o More organised
o Renewed enthusiasm for their business

21. 3: What makes them feel good
(what do they desire?)
LOOKS? SMARTS? SOCIAL? PROBLEM PROBLEM-FREE
Attractive Intelligent Popular Worried Carefree
Sexy Successful Admired Stressed Relaxed
Desired Wealthy Included Sick Strong
Fit Knowledgeable Exclusive Failure Success
Special Skilled Influential Embarrassed Confident
Noticed Proud Cool Poor Affluent
Slim Elite Confident In pain Vibrant
Envied Ambitious Needed Frustrated In control
Captivating Efficient Leader Overwhelmed Focused
These are just a few possible examples

22. 4: Features, Results, Benefits
FEATURES
(NEEDS)
RESULTS
(WHAT THIS LOOKS LIKE)
BENEFITS
(DESIRES)
New business plan Clearer vision of the business direction Successful
Marketing strategy More sales and clients Wealthy
1:1 mentoring Able to ask questions and receive tailored answers Special
Clearer branding message More people talking about the business Admired
Help them to be the driving
force in the business
Ability to set goals in their business AND achieve
them
Proud
Guidance on business growth Able to earn more, higher paying clients Ambitious
Better systems More time to work on more important tasks Efficient
New knowledge Better decisions, faster Confident
Plan of action mapped out Less distractions and overwhelm In control
Clear business plan Track progress, better use of time and more able to
relax
Focused
Next, go back to your features and list them (left hand column). Now ask yourself what this looks like in your clients life.
What results will they get? (Middle column). Finally, look through your ‘desires’ list (highlighted on the previous slide).
Which emotions match the different features / results.

23. So how do you
use this in your
copywriting?

24. 1: Tell a story: Pain, Answer, Results,
Benefits
"If you're frustrated and overwhelmed in your business, it doesn't mean
you're not a success. (PAIN)
It might just mean you need some tailored guidance and help.
(ANSWER)
When you finish this 1:1 business coaching program you'll have a clear
business plan for the next 3 months, a marketing strategy and a plan of
action mapped out that you can follow. (RESULTS)
Which means in just 3 months you'll feel confident, focused and in
control of your business.“ (BENEFITS / DESIRES)

25. 2: List the Benefits followed by Results
• Feel successful with a clearer vision of your business'
direction
• Feel proud when you can set clear goals in your
business… and achieve them
• Feel more confident when you can make better
decisions, faster

26. 3: List the Features (F), Results (R) and Benefits (B)
• With guidance about growing your business, (F) you can
earn more, win higher-paying clients (R) and satisfy your
ambitions (B)
• Better systems in place (F) means you have more time to
work on important tasks (R) so you feel efficient and less
stressed (B)
• A clear business plan (F) lets you track progress, use your
time better (R) and helps you feel focused and in control (B)

27. Recap
1. Know your features
2. Know how your audience will use it (context)
3. Know what makes them feel good
4. Map out: FEATURES / RESULTS / BENEFITS
5. Use in your copywriting
a. Tell a story
b. Benefits, results
c. Feature, results, benefits

28. Want more help digging out the benefits?
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