Quick Tip:
How to Handle Features in Your Copy

According to Bob Bly, there are three ways to handle features in your copy:

  1. Don't mention them at all.
  2. Talk about the features of your product or service, but don't explain them.
  3. List the features and then describe the benefits that result from each one.

The approach you take depends on your audience …

If you think features will bore, intimidate, or overwhelm your potential buyers, don't mention them at all.

When the features are common knowledge among your target audience, or if listing the features will impress your readers (even if they don't understand them), opt for the second approach.

If an explanation of the benefits of your product or service will support the sale, use the third option.

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Published: February 29, 2004

2 Responses to “Quick Tip: How to Handle Features in Your Copy”

  1. Hi,

    So, is that regardless of how one deals with the features, the benefits will ALWAYS be shown?



  2. I believe that most prospects if not all are interested in benefits rather than features. They will want to know how the benefits of a product will change their lives for good. Once they see how these benefits will improve their lives for good, it will not be difficult for them to put their hard earned bucks into the products. This is a very good point to note when writing your letters.
    All copywriters mostly new ones must follow the Bob Bly's 3 ways he mentioned in his write-up on benefits.

    John Oni Oloka

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