It’s common advice to focus on the benefits.
Write features. Convert them to benefits. Focus on the benefit of the benefit.
But…
Not much light is shed on what exactly is a benefit.
When reading about it from Clayton Makepeace’s material, he puts them into 3 categories.
This is helpful because it makes it easier to
Write them
Use them effectively
Know how to get them
But what are the 3 types of benefits?
Functional benefits
What the feature ‘does’ for the prospect.
Example: This exercise relieves the tightness in your hamstrings.Dimensionalised benefits
Benefit that shows what this looks like in your life.
Example: Going to the gym enables lifelong strength. You can carry your grandkids in your 60s.Emotional benefits
This one’s quite straightforward - a benefit that makes the reader ‘feel’
Example: Going to the gym enables lifelong strength. You don’t have to feel pain walking up a flight of stairs. You’re strong and independent and can go about anywhere. It’ll save you from years of support from a stick and keep you going till the ripe age of 80.
There’re a lot more layers to this but, based on my initial notes I found this worth sharing.
If you want to read more about this grabbing Clayton’s Quickstart Copywriting System will be your best bet.