HubSpot: Features vs. Benefits: A Crash Course on Proper Messaging

HubSpot just issued another engaging article:

Great marketing copy doesn’t just sell a product, it builds a connection with the audience. The beauty of proper messaging is that by communicating either the benefits or features of your product or service, you can tell customers what they need to know in a clever, concise way. Without knowing when you should use benefits versus features in your content (and the difference between the two), you could run into poor, or ineffective messaging. We’ll dig into when it’s best to use each of these options below. Both terms are useful and give customers important information they’ll need during their buyer’s journey, such as design, price, and real-world relevance. Ultimately, the benefits of having a product or service are what make consumers purchase, which means it is often best to highlight benefits over features when writing marketing copy. This paints a picture of what life will look like after the…

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