Features, benefits and value

(Originally posted on Linkedin)

We often think of #copywriting as a matter of articulating features and benefits. "Features tell, benefits sell," is an adage I've heard.

I don't think this is quite right, because it doesn't go far enough. Rather, you need to go one step further, and define the *value* you add as well.

Here's what I mean. I have some noise cancelling headphones. A feature of those headphones is that they cancel noise - easy, obvious.

The benefit is that you can listen to music or podcasts without other sounds creeping in. Cool, I guess.

But the *VALUE* is deeper than that. The value comes from the fact that I can listen to music or podcasts on a plane without the rrrrrrrrrrrrr of the engine drowning them out. Or I can mow the lawn without having to listen on max volume.

Most copywriting gets to the benefit step, then stops. But it's not enough. If you can really get into your customer's head, and go that one step further, into value, then you will really connect with them in a way your competitors probably aren't managing to do.

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