Why people really buy the hole instead of the drill. February 14, 2008
Posted by Mike Bawden in Much Ado About Marketing.Tags: Advertising, Copyblogger, Copywriting, Creative, Marketing
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You’ve heard the advice: sell the benefit not the feature, time and again, haven’t you. Now the Copyblogger blog provides this post where they explain the physiological reasons why humans prefer benefits over features.
It’s a fascinating piece that puts you into contact with the research from scientists who study this sort of stuff.
To sum up author Brian Clark’s point:
when you focus on beneficial messages in your copy, you’re creating an anticipatory response that is no different from experiencing the reward itself. A dry recitation of features is not going to pull this neurological trigger, and that’s why copy that focuses on features alone fails.
You’ve got to tell people the story they (and their brains) want to hear.
The hardest thing for many people is mistaking features for the benefits that the features provide. A feature is a descriptive fact about your offering. The benefit of that feature is what someone gains or avoids losing as a result of that feature.
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