How To Make A Three-Way Call On A House Phone Features vs. Benefits vs. End Results

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Features vs. Benefits vs. End Results

If you’ve been in the copywriting field long enough, you’ve heard the phrase “features vs. benefits.” It’s a basic copywriting principle and the driving force behind much of what we create as copywriters. But there is another side to this equation.

What happens after customers buy your product or service? After they use what you have to offer, what will be different in their lives? What will be the final results of their purchase decision? Making your customers see the end results of their actions is the most powerful persuasive tool you’ll want to include in your copy.

Let’s take a look at the features, benefits and end results and see how all three work together to create a targeted push to the point of purchase, both individually and collectively.

Features – The basic outline of your product or service

Features are a starting point in copywriting. They provide a basic outline of what your customer needs to know. Features describe the characteristics (most often) of a product or service. If we use the example of a cordless, telephone-answering system, some of the features might be:

• 5.8GHz FHSS

• Spoken caller ID

• Expandable to 4 handsets

• Selectable ring tones

• Speakerphones

For someone who knows nothing about cordless phones with answering machines, this list may not make much sense. This is the basic blueprint of the telephone and nothing more.

Benefits – Make the product or service more personal

The benefits are stimulating properties. Benefits make the features and product or service more personal. They describe how the features improve the customer’s life. Using the list of features above, see what the benefits are. (The list below is taken from Panasonic™ marketing materials and relates directly to their KX-TG5230M model phone.)

· 5.8GHz Digital System: The 5.8GHz frequency allows you to go anywhere in your home and still have clear reception without interfering with your home network. Frequency-hopping digital technology keeps calls from outside sources secure.

· Spoken Caller ID: No need to be within visual distance of your phone. You can hear the person on the line before you pick up the phone. No more running around to find a handset or base!

· Expandable: Place the phone in any room—additional handsets cost less than other phones and don’t require a phone jack. This base unit supports a total of four handsets. Add three handsets for a complete set.

· Selectable ring tones: Customize your phone’s sound by choosing from three ring tones.

· Dual Speakerphones: Talk directly into the base with the base speakerphone, while the handset speaker provides convenient hands-free calling wherever you take your handset.

Benefits make symptoms personal. Explain how the features are useful in the customer’s life.

End Results – A Glimpse into the Future

But we can take this process a step further. After customers buy the phone and use it, what end results do they experience? As asked earlier, how can their lives improve? What will be the effects of their purchase decision? Let’s go back to our list and add final results as the last sentence in the benefits list.

· 5.8GHz Digital System: The 5.8GHz frequency allows you to go anywhere in your home and have clear reception without interfering with your home network. Frequency-hopping digital technology keeps calls from outside sources secure. You have complete freedom to speak without any interference on the most advanced systems available.

· Spoken Caller ID: No need to be within visual distance of your phone. You can hear the person on the line before you pick up the phone. You will enjoy the ultimate in convenience with this feature. No more running to view the handset or base!

· Expandable: Place the phone in any room—additional handsets cost less than other phones and don’t require a phone jack. This base unit supports a total of four handsets. Add three handsets for a complete set. Expandable phone systems are smart investments that save time and money.

· Selectable ring tones: Customize your phone’s sound by choosing from three ring tones. Make your phone an extension of you.

· Dual Speakerphones: Talk directly into the base with the base speakerphone, while the handset speaker provides convenient hands-free calling wherever you take your handset. You have the convenience of speakerphones wherever and whenever you talk.

Do you see what the end results are? They give the customer a glimpse into the future. The feature claims that the phone offers 5.8GHz technology. The advantage explains that 5.8GHz technology is important because it provides clear reception and security. The end result wraps things up by saying that the customer will have a life full of freedom and no interference from their most advanced system.

Other end results are how the phone system makes every user’s life convenient, how this smart investment saves time and money, how it adapts to one’s personality and how the phone gives flexibility to the customer’s life.

When you create your copywriting plan, be sure to list the features and structure your benefits accordingly. However, for added power, don’t forget to include end results that help customers envision how your product or service can improve their lives.

© 2005 http://www.copywritingcourse.com

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