Connect your product features to benefits.
Posted: Wed Dec 18, 2024 5:05 am
While both product descriptions revolve around pants, it's obvious that their audiences are not the same. Can you see how one is designed for professional women while the other targets teenagers?
Chico’s description includes phrases like “stays polished all day,” “wrinkle-resistant,” and “keeps you comfortable”—details that appeal to the lifestyle of a working professional. Hot Topic, on the other hand, is much more lighthearted, using gushy words like, “Pinch us, we must be dreaming!” Their copy also touches on features that appeal more obviously to teen fashion tastes, like “skin-tight jeggings” and “deep pockets in front.”
Although both Chico's and Hot Topic sell clothing, their wording differs greatly. This bc data india is no doubt due to their respective audiences, which both brands understand and cater to accordingly to gain more sales.
Listing all of your product's features can make your potential customer's eyes water and they want to click away from your site. Yes, buyers want information, but they want to see how a product solves their problem.
Your job is to translate a product's features into benefits. Doing so will help the buyer understand the value of a product, and perhaps even visualize using it themselves. Building this connection is particularly important for online businesses, since customers can't physically touch or examine products like they would in a brick-and-mortar store.
For inspiration, check out Boot Barn's description of a pair of men's boots .
Screenshot of Boot Barn's product description of Georgia Boots Men's Work Shoes
The description identifies the key features of the product but also explains how they benefit buyers. For example, according to the description:
The boots are “made with full-grain leather (feature) that is durable and quickly molds to your feet (benefit) .”
They have “high-performance lining (feature) [that] keeps your feet dry and comfortable (benefit) .”
They also have a “protective steel toe cap (feature) that helps keep your feet safe (benefit) .”
This is much more effective than simply listing features that other competitors’ boots may also have. Instead, by connecting the boots’ features to their benefits, Boot Barn clarifies the product’s value. This way, shoppers will not only know what the boots are made of; they will also understand how the materials and other features directly impact them. Such is the power of connecting a product’s benefits to its features.
Chico’s description includes phrases like “stays polished all day,” “wrinkle-resistant,” and “keeps you comfortable”—details that appeal to the lifestyle of a working professional. Hot Topic, on the other hand, is much more lighthearted, using gushy words like, “Pinch us, we must be dreaming!” Their copy also touches on features that appeal more obviously to teen fashion tastes, like “skin-tight jeggings” and “deep pockets in front.”
Although both Chico's and Hot Topic sell clothing, their wording differs greatly. This bc data india is no doubt due to their respective audiences, which both brands understand and cater to accordingly to gain more sales.
Listing all of your product's features can make your potential customer's eyes water and they want to click away from your site. Yes, buyers want information, but they want to see how a product solves their problem.
Your job is to translate a product's features into benefits. Doing so will help the buyer understand the value of a product, and perhaps even visualize using it themselves. Building this connection is particularly important for online businesses, since customers can't physically touch or examine products like they would in a brick-and-mortar store.
For inspiration, check out Boot Barn's description of a pair of men's boots .
Screenshot of Boot Barn's product description of Georgia Boots Men's Work Shoes
The description identifies the key features of the product but also explains how they benefit buyers. For example, according to the description:
The boots are “made with full-grain leather (feature) that is durable and quickly molds to your feet (benefit) .”
They have “high-performance lining (feature) [that] keeps your feet dry and comfortable (benefit) .”
They also have a “protective steel toe cap (feature) that helps keep your feet safe (benefit) .”
This is much more effective than simply listing features that other competitors’ boots may also have. Instead, by connecting the boots’ features to their benefits, Boot Barn clarifies the product’s value. This way, shoppers will not only know what the boots are made of; they will also understand how the materials and other features directly impact them. Such is the power of connecting a product’s benefits to its features.