How to turn features into benefits

Quoted on this wiki

Every place a page here uses this source, in the order the words come in it.

1. “Lead with the benefit, substantiate with the feature” I once reviewed an article for a company’s sales force with the headline:

   In Feature-to-benefit translation

2. Stop writing about your programs, products and services and promotions. “Start writing about what people can do with them.” If they might win a trip to Vegas, that’s your headline. That’s your lead.

   In Feature-to-benefit translation

3. Play movies for up to 13 hours — nonstop — with our new long-lasting Apple battery. “[Benefit] Play movies for up to 13 hours — nonstop — with our [Advantages] new, long-lasting [Feature] Apple Battery.”

   In Value proposition hierarchy

4. Lead with the benefits. “Sandwich the advantages between the features and benefits:” Play movies for up to 13 hours — nonstop — with our new long-lasting Apple battery.

   In Value proposition hierarchy

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