Copywriting tips: features and benefits

The latest Terrain Explorer has four-wheel drive, a 2.5-litre turbo-diesel engine, a six-speed manual gearbox, side-impact protection, ABS and EBD, airbags, climate control, diff locks, air suspension, traction control, built-in Sat Nav, climate control, a leather interior and seven seats.

Sounds good, doesn’t it? A car that’s packed with features, and sure to appeal to anyone in the market for a 4×4.

But, as it stands, this copy is unlikely to make Terrain Explorer’s order books swell. Why? Because it describes the features of the vehicle, rather than its benefits. In other words, it tells you what the car has, rather than what it does.

Features tell, benefits sell

When it comes to sales copywriting, it is the benefits that matter. They tell your prospective customer what a product or service will do for them, and why they should invest in it.

Take the example of the Terrain Explorer:

• Its 2.5-litre diesel engine makes it powerful, yet more economical than a petrol model. So it will get up to speed easily, and won’t cost the earth to run
• Its airbags, side-impact protection and ABS make it safe. This gives you peace of mind
• Its six-speed gearbox helps with fuel economy. This keeps running costs down, and your wallet fuller
• Its seven-seat design makes it spacious, which means there’s plenty of room for the whole family
• Its leather interior and climate control make it comfortable. This makes for an enjoyable ride
• Its 4×4 capabilities make it reliable off-road, and in extremes of weather. So, it won’t let you down

Now imagine that the Terrain Explorer is being targeted at young families, whose main concerns might be safety, space, economy and reliability. These are the benefits to focus on in the sales copy, which might read something like this:

A safehaven for your precious cargo

Fill the Terrain Explorer with your loved ones, and trust it to get you safely from A to B. Its economical 2.5 turbo diesel engine spirits you effortlessly to your destination, without breaking the bank. And, with seven seats, there is space for everyone to enjoy the ride.

Visit our showroom, to make the Terrain Explorer the latest addition to your family.

Now this car sounds ideal. Just a shame that it’s a figment of my imagination…