It’s all about the sizzle.

19 Jun

Ever wonder what really captures your customers' attention? Let's break down Features, Advantages, and Benefits (FAB) and see how they apply to your website.

Features: The basic attributes of your product. Advantages: The strengths or improvements provided by these features. Benefits: The ultimate value or positive outcome for the customer.

Example: The Humble Sausage

Feature: A mix of minced pork, fillers, and seasoning in a casing.
Advantage: Cooks into a hearty, belly-warming meal.
Benefit: Sizzling sound and delicious aroma that lead to pure bliss with every bite.

Which description makes you want to cook? It's the benefit—the sizzle!

Why Benefits Matter More Than Features

In web copywriting, focusing on benefits can transform your content. Customers always ask, "What's in it for me?" Avoid the common mistake of confusing features with benefits.

Clarifying Feature vs. Benefit

Feature: Describes the product.
Benefit: Explains what it does for the customer.
Advantage: Connects features to benefits.

Practical Examples

Toy with Batteries:
- Feature: Comes with batteries.
- Benefit: Ready to use, no disappointment on Christmas morning.
Slimming Underwear:
- Feature: Lycra panels.
- Benefit: Look and feel 6kgs lighter, boosting confidence in a little black dress.
Bike with Plush Saddle:
- Feature: Soft, comfortable seat.
- Benefit: No soreness after long rides.
Wide Umbrella:
- Feature: Large coverage.
- Benefit: Keeps you dry in the rain and shaded in the sun.

How to Highlight Benefits in Your Copy

Use the "so you can" method to combine features and benefits in your headlines:

Sleeping Bag: "A full inch of insulation so you can enjoy a warm night’s sleep."
Gardening Service: "A picture-perfect garden without breaking your back."

Remember, while features set the stage, it's the benefits that steal the spotlight. Always "sell the sizzle, not just the sausage"!