Is It a Feature or Benefit?

Feature or benefit - how can you know which you're writing?

One of the most basic pitfalls in copywriting is to focus on features, rather than benefits.

Features vs. Benefits

Feature or Benefit with Word Wise at Nonprofit Copywriter

Features are raw facts, statistics and information about your product or service: a report on an event, the numbers of clients served, a description of a product … like this:

“More than 200 Walk-A-Thon participants helped raise $20,000 for our program.” 

Benefits, on the other hand, show the advantages of a product or service – how its features are useful, affordable, interesting, or productive to the reader.

“Ten Children’s Home residents now have independent mobility in specially-equipped wheelchairs, thanks to $20,000 in gifts raised by our 200 generous Walk-A-Thon participants and their donors.”

The fundraiser changed children’s lives. Supporters made it happen. These are powerful benefits!

See the difference?

  • Features show just facts.
  • Benefits show the advantages of those facts.

Benefit-Oriented Writing is Persuasive

Benefit-oriented writing focuses on the reader. That's what makes it so persuasive.

Benefits translate the facts (the features) into results, thereby connecting the dots for your reader. When you write about benefits, you provide the missing link – the “why?” Benefits are persuasive. They become your presentation points!

Take the Feature or Benefit Quiz!

Use this quiz to practice telling the difference between features and benefits.Once you can see the difference, you’ll be able to show  benefits to your readers, rather than just tell them about your features.

Tip: does the item show just facts - or does it show the outcome of those facts?

Label each item as a “feature” or “benefit.” Then check out the answers at the bottom of the page. 

  1. A. 56 volunteers attended a day-long training.
    B. Dozens of volunteers learned how to care for shelter pets, identify potential adoptive homes and match pets with new owners.
  2. A. Our new inner-city shelter is helping fulfill Help Association’s mission.
    B. Our new inner-city shelter is helping transform the lives of homeless men, women and children, by providing food for their bodies and souls.
  3. A. The Kids Kan! Program serves 400 children after school.
    B. Maria is one of 400 children who no longer worries about scavenging for dinner or struggling to understand her homework – thanks to the Kids Kan! Program.
  4. A. You can now donate online.
    B. Easy, convenient and safe: donate online today.
  5. A. We acknowledge the receipt of your gift.
    B. Thank you for your generous gift, which makes it possible for us to minister to prisoners and their families.


More Persuasive Writing Tips

Top 10 Persuasive Copywriting Techniques ...

Persuasive Writing Tip: How to Figure out Benefits Quickly ...

Persuasive Copywriting Technique: One Question you MUST answer ...

Persuasive Copywriting Technique: Write to a Real Person ...

Persuasive Copywriting Technique: Tell a Good Story ...

Persuasive Copywriting Technique: Give Proof With Facts ...

More Persuasive Writing Tips on our Pinterest board ...


Return from Is It a Feature or Benefit? to Nonprofit Copywriter home

Answer Key

A: features
B: benefits

New! Comments

Have your say about what you just read! Leave me a comment in the box below.
Powered by SBI! Learn more here.

Search This Site


Share This Page



Get Free Writing Tips

Stop Wasting Time!

Grab your exclusive FREE guide, "5 Simple Writing Tips You Can Put to Use in 10 Minutes or Less"

XML RSSSubscribe To This Site
  • XML RSS
  • follow us in feedly
  • Add to My Yahoo!