Michael Fortin did an excellent job of explaining Features and Benefits in his blog post, The Oft-Confused Features And Benefits. This is a must read for anyone with a small business website. This practice is probably contrary to what you see all around you and what you’ve always done, but it works. 

Remember, your website should not be all about you…it should be all about your prospect or client. Use language that speaks directly to  them, not to a general group of people. 

Another important point that Michael makes is to make sure that your language is suitable for your target audience, not your colleagues. Avoid techno jargon, acronyms and expressions that only the people in your industry are familar with. It may be helpful to ask a friend in a different industry what he would enter in Google’s search bar if he was searching for information about your company’s products or services. Ask another friend to describe your products or services and listen to the words that he uses. 

Unfortuately, many of us are afflicted with the curse of knowledge that the Heath brothers discuss in Made to Stick. In a nutshell, it means that once you know something, it’s difficult to imagine what it is like to not know it. The consequence is you cannot effectively communicate your ideas to people who don’t have that knowledge. 

However, you must get help and overcome that curse so that it doesn’t have a negative effect on your business success. 

Here’s an excerpt from Michael’s article, but you should read the entire article to truly understand the concept:

 … A Benefit is What That Feature Means.
A benefit is what a person intimately gains from a specific feature. When you describe a feature, say this: “What this means to you, Mr. Prospect, is this (…),” followed by a more personal gain your reader gets from the feature.

Therefore, turn it around. don’t focus on a certain feature’s benefit. Rather, focus on how those features specifically benefit the individual.

Here’s an example using my private membership website, where members get access to videos of me tearing sales copy apart, and revealing copywriting tips, tricks and actual, tested conversion strategies in the process.

Feature: Watch a top copywriter in action as he writes killer copy, all recorded on video, using real salesletters and websites from real clients.

• Advantage: You get to learn how to write copy faster by understanding the logic behind successful copy (not just how to write it), and also learn copywriting tips, mistakes, shortcuts and proven results in the process.
• Motive: Reduces the learning curve, the risks, the effort and the costs involved in trying to do it all yourself.
  • Benefit #1: This means you get real-world examples and actually see the process done before you, instead of plain textbook theory or swipe files that leave you scratching your head.
  • Benefit #2: Using real-world examples means you can appreciate and understand what goes into world-class copy, so you can easily repeat the process on your own, in the future.
  • Benefit #3: Repeating the process on your own also means you don’t have to pay an expensive copywriter to do a rewrite.
  • Benefit #4: Not having to pay for a copywriter means you save money and get it done faster by learning proven, tested strategies you can apply immediately — without having to wait for someone to do it for you or explain it to you in some “how-to” course.
  • Benefit #5: And learning proven, tested strategies means you eliminate the need to search for, find, test and learn everything yourself, and avoid making costly mistakes — without having to figure out what works (and what doesn’t) on your own.

 

It’s not all about you. Yes, that’s right. Your content should not focus on you; it should focus on your customer. If your home page reads like an “About Us” page, you have some work to do. 

Your content should include more “you” and less “I” and “we.” 

In his article, “It’s the Customer, Stupid,” Bryan Eisenberg explains, 

Are you talking about all the wonderful ways your visitors can benefit from your products or services, or are you talking about all the great features of your products, services, or company? In other words, are you speaking the language of “you,” or are you caught up in the language of “we”? As our friend Roy Williams asks, “Are you wewe-ing all over yourself?”

Realize that the words you use and how you use them are telling your visitors where your focus is. Want them to stick around and eventually take the action you want? Talk about them, their needs, their wants, and how they can get those needs and wants satisfied. Use customer-focused language. Otherwise, they’re going to feel like you’re the self-centered guest at the party. You may not be, but they only have your words to judge you by.

After noticing this common problem on websites, his company developed a calculator to measure a website’s customer focus, called the WeWe Monitor. Try it out and find out your score.

To interpret your score, Bryan suggests,

If you do want a rough guideline, there seems to be a clear difference between sites with CFRs of 60 percent and higher, and sites with CFRs below 60 percent. If your site scores 35 percent, you can be sure that you have room to improve. But remember the example above: You could score 67 percent (or more) yet still have room to improve. Again, it’s a guideline.