One of the most basic pitfalls in copywriting is to focus on features, rather than benefits.
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.”
These are good facts. But they provide information only.
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?
Benefit-oriented writing is customer-centered.
It translates the facts 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!
Use this quiz to practice telling the difference between the two
Label each one as a “feature” or “benefit.” Then check out the answers at the bottom of the page. Once you can see the difference, you’ll be able to show ministry benefits to your readers, rather than just tell them about your ministry’s features.
More on persuasive writing
More on basic copywriting
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