A common mistake made by many inexperienced copywriters is to focus too much on a product's features and not enough on the benefits it provides.

While features are important and should be mentioned michael kors handbags , if you want consumers to take out their wallets and hand over their hard-earned money you need to convince them of the benefits your product offers.

What's the difference?

- A feature is simply a characteristic of a product.

- A benefit explains what the customer has to gain by using the product.

- Anyone can make a list of a product's features. But it takes a bit of work to convert each of those features into benefits.

- A handy trick you can use is to add the phrase "which means..." to the end of each feature.

- A feature of a razor blade for women could be that it has 3 blades. That in itself is unlikely to win many sales because it means nothing to most people. But add the phrase "which means you'll have smooth and sexy legs" and women will know exactly what they will gain when they buy it.

Let's look at a few more examples of benefits vs features:

A Car

- Feature - All wheel drive.

- Benefit - You are less likely to get stuck in the snow.

- Feature - Gets more miles per gallon than competitors.

- Benefit - You'll save money on gas.

- Feature - Side-impact airbags.

- Benefit - Your family will be safe in an accident.
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