Highlighting features and benefits effectively in ads requires clearly linking a product's functions (features) to the positive outcomes or real-world value they provide to the user (benefits). The core strategy is the "So What?" test, ensuring every feature's advantage is explicitly stated.
How to Highlight Features & Benefits in Ads
- Focus on the "So What?": For every feature, ask "So what?" to identify its resulting benefit.
- Feature: "Our camera has 4K video recording."
- Benefit: "Capture crystal-clear memories that feel like you're reliving the moment."
- Prioritize the Primary Benefit: Lead with the single most important benefit that addresses your target audience's main pain point.
- Translate Features into Emotional Value: Connect benefits to feelings of happiness, security, convenience, saving time/money, or overcoming a challenge. People buy based on emotion and then justify with logic.
- Use Descriptive, Benefit-Oriented Language: Replace dry feature lists with persuasive language that paints a picture of the end result.
- Employ Bullet Points for Readability: When listing multiple features/benefits, use bullet points for easy scanning. Start each point with the benefit and then briefly mention the supporting feature.
- Leverage Visuals: Use high-quality images and videos that visually demonstrate the benefits in action, rather than just the feature itself.
- Incorporate Social Proof: Mention how other people are benefiting from the product through testimonials and reviews to add credibility.