Benefit of the BenefitIf you’ve taken any kind of copywriting training, you’ve probably been told to focus on your product benefits, instead of features.

Depending on your product, in many cases, features are still important…but in order to sell your product well, you need to know the benefit of each feature. In other words, the WHY your customer wants the feature. And then to sell even more persuasively, you need to know the benefit of the benefit.

Sound confusing? It’s not all that complicated. Let’s look at a couple of examples:

Example #1: Web Hosting

Product: Web hosting service
Feature: Backup Servers.
Benefit: Minimal downtime.
Benefit of the Benefit: No lost orders, more user satisfaction.

Illustrating the Benefit of the Benefit:

Because we use use backup servers, our downtime is minimal, leaving you with a functional website. No more missed orders or frustrated website users, like you can get with other web hosts.

Example #2: Hair Care

Product: Hair straightening iron.
Features: High heat (up to 450 F), ceramic plates.
Benefit: Straightens just about any type of hair.
Benefit of the Benefit: Reduces styling time, people will think you got your hair done by a professional.

Illustrating the Benefit of the Benefit:

With up to 450 degree heat and ceramic plates, you’ll have beautifully smooth hair in no time. Now you can use that extra time in the morning for extra beauty sleep or even a little one-on-one time to show you man how much you care…and just how hot you look.

If you look at the above examples, the benefit is basically what the customer can achieve. The benefit of the benefit is fulfilling the desires of your target customer.

Ask Yourself:

  • What do they want?
  • What do they struggle with?

…and figure out how your product features can help with that.