One example of a manufacturer lumping features and benefits together is ZIP Systems. Now, they have a great website that’s really well articulated. However, for their ZIP System, they have four essential bullet points that combine features and benefits.
The first bullet point is “speed and ease of installation” which is a benefit. The supporting sub-headline says “ZIP system creates a quick and simple two-step installation that eliminates the need for house wrap and fill.” The two-step installation is the feature, while the benefit is that it’s quicker to install.
Remember, the feature is not better than a benefit, but the feature should act to set up the benefit or support the benefit. In the example above, the feature isn’t setting up the benefit. The benefit is setting up the feature.
It’s also important to be careful you don’t list the features and never turn them into benefits. Don’t say, “installs quickly” or “lasts longer” or “easier to install.” What does that mean for your user? List your features, then close the loop for what those features mean for the decision-maker.
Another example is Milwaukee Tool. On the drilling section of their website, they have three bullets: most powerful, most compact and auto-stop control mode enhanced safety. The first two are features that aren’t followed up by benefits. Why is the most powerful important to your user? Why should they care if it's the most compact?
Also, consider what your statement really means. What does most compact really mean? Most powerful compared to what? Compared to drills of the same size or ones four times the size? Adding benefits to your features clarifies what you are actually saying. You need to close the loop and define to the user what the feature is going to do for them.
This is essential for any copy you use: in ads, trade show booths, flyers and even conversations with your team or customers. “Frankly, nobody really cares about the features necessarily unless they're backing up or supporting the benefit. So this even comes down into your sales training or copying in your emails. It's a part of everyday all-day communication,” says Zach.
When your sales team gives their elevator pitch, they need to be able to create the most impact possibly in 30 seconds max. Being able to give your feature and following it up with the benefit is how you can create that impact quickly.
The last example is Cambria Quartz, one of the Venveo team’s favorite brands. Their SEO description says, "American-made quartz countertops are long-lasting, easy to maintain and elegant. Cambria quartz surfaces are durable non-absorbent and available in stunning designs." These are all excellent features, but the text doesn’t easily define the benefits.
However, Cambria Quartz has incredible visuals on their website. The purpose of the benefit is to elicit an emotional response — Cambria is simply relying on a visual asset to support their written features. They allow the imagery to do the work for them.