| If you've been in the copywriting realm for very long at | | | | speakerphone provides convenient hands-free calling |
| all, you've heard the phrase "features vs. benefits." It's | | | | wherever you take your handset. |
| a fundamental copywriting principle and driving force | | | | Benefits make the features personal. They explain |
| behind much of what we, as copywriters, create. But | | | | how the features will be of use in the customer's life. |
| there's also another aspect to this equation. | | | | End Results - A Glimpse Into the Future |
| What happens after customers buy your product or | | | | We can take this process one step further, however. |
| service? Once they've used what you have to offer, | | | | After customers buy the phone, and after they use it, |
| what will be different in their lives? What will the end | | | | what end results will they experience? As asked |
| results, of their buying decision, be? Getting your | | | | before, how will their lives be improved? What will the |
| customers to look at the end results of their actions | | | | effects of their buying decision be? Let's go back to |
| can be an extremely powerful persuasion tool that | | | | our list and add end results as the last sentence in the |
| you'll want to incorporate into your copy. | | | | benefits list. |
| Let's look at features, benefits and end results and see | | | | · 5.8GHz digital system: The 5.8GHz frequency |
| how all three work individually and collectively to create | | | | lets you go anywhere in your house and still have clear |
| a targeted push to the point of purchase. | | | | reception without disrupting your home network. The |
| Features - The Basic Outline of Your Product or | | | | frequency-hopping digital technology keeps calls |
| Service | | | | secure from outside sources. You'll have complete |
| Features, in copywriting, are a starting point. They | | | | freedom to talk with no interference on one of the |
| provide a basic outline for what your customer needs | | | | most advanced systems available. |
| to know. Features describe (most often) the attributes | | | | · Talking caller ID: No need to be within visual |
| of a product or service. If we're using the example of | | | | distance of your phone. You can hear who's on the |
| a cordless, telephone-answering system, some | | | | line before you pick up the phone. You'll enjoy the |
| features might be: | | | | ultimate in convenience with this feature. No more |
| • 5.8GHz FHSS | | | | running to view the handset or base! |
| • Talking caller ID | | | | · Expandable: Keep a phone in any |
| • Expandable to 4 handsets | | | | room—extra handsets cost less than other phones |
| • Selectable ring tones | | | | and don't need a phone jack. This base unit supports a |
| • Speakerphones | | | | total of four handsets. Add up to three handsets for a |
| For a person who knows nothing about cordless | | | | complete set. Expandable phone systems are smart |
| phones with answering machines, this list might not | | | | investments that save time and money. |
| mean much. It's a basic blueprint of the telephone and | | | | · Selectable ring tones: Customize the sound of |
| nothing more. | | | | your phone by choosing from three ring tones. Make |
| Benefits - Make the Product or Service More Personal | | | | your phone an extension of yourself. |
| Benefits enliven the features. Benefits make the | | | | · Dual speakerphones: Talk directly into the |
| features, and the product or service, more personal. | | | | base with the base speakerphone, while the handset |
| They explain how the features will improve the | | | | speakerphone provides convenient hands-free calling |
| customer's life in some way. Using the features list | | | | wherever you take your handset. You'll have the |
| above, see what the benefits might be. (The list below | | | | flexibility of speakerphones wherever and whenever |
| was taken from Panasonic™ marketing materials | | | | you talk. |
| and relates directly to their KX-TG5230M model | | | | Do you see what the end results have done? They've |
| phone.) | | | | given the customer a glimpse into the future. The |
| · 5.8GHz digital system: The 5.8GHz frequency | | | | feature states that the phone offers 5.8GHz |
| lets you go anywhere in your house and still have clear | | | | technology. The benefit goes on to explain that 5.8GHz |
| reception without interfering with your home network. | | | | technology is important because it offers clear |
| The frequency-hopping digital technology keeps calls | | | | reception and safety. The end result wraps things up |
| secure from outside sources. | | | | by stating the customer will have a life filled with |
| · Talking caller ID: No need to be within visual | | | | freedom and no interference from their highly |
| distance of your phone. You can hear who's on the | | | | advanced system. |
| line before you pick up the phone. No more running to | | | | Other end results point out how the phone system will |
| find the handset or base! | | | | make each user's life more convenient, how this smart |
| · Expandable: Keep a phone in any | | | | investment will save time and money, how it will |
| room—extra handsets cost less than other phones | | | | conform to one’s personality and how the phone |
| and don't need a phone jack. This base unit supports a | | | | will lend flexibility to the customer's life. |
| total of four handsets. Add up to three handsets for a | | | | When you create your copywriting plan, be sure to list |
| complete set. | | | | the features and build your benefits as usual. But, for |
| · Selectable ring tones: Customize the sound of | | | | added power, don't forget to include end results that |
| your phone by choosing from three ring tones. | | | | will help the customers visualize how your product or |
| · Dual speakerphones: Talk directly into the | | | | service will make their lives better. |
| base with the base speakerphone, while the handset | | | | |