So, I’ve got this thing I want to share with you, something that’s totally changed how I think about getting my message across. Whether I’m trying to get someone to read my novel, hire me for freelance work, or just see my point of view, I’ve realized there’s this huge difference between talking about what something is and what it does for them.
Honestly, a lot of us, myself included, can fall into this trap. We get so excited about all the cool stuff our thing has – all the technical details, the functionalities, the fancy words we use – that we just dump it all out there. The problem is, it often feels cold. It’s just information, not real connection. And honestly, it doesn’t really convince anyone.
Here’s the secret sauce: people aren’t buying a drill; they’re buying a hole. They’re not looking for a fancy writing program; they’re looking for an easier way to get their ideas onto the page. This isn’t just some marketing gimmick; it’s about understanding how people tick. We’re all wired to ask, “What’s in it for me?” when we encounter something new. So, I want to show you how to stop just listing things and start genuinely connecting with your audience by focusing on what truly matters to them.
Why Just Listing Things Falls Flat (And Why We Still Do It)
Before we dive into the good stuff, let’s figure out why just talking about what something is doesn’t usually work. We, as writers, tend to get stuck on the “what.” We meticulously describe every little detail of our plot, all the advanced research we did, or the groundbreaking structure of our piece.
The “What” Trap: This is when you just talk about the characteristics of your offering.
* For my novel, I might say: “This book is 400 pages long and has 12 different character perspectives.”
* For my freelance services, I might explain: “I offer SEO-optimized blog posts with two rounds of revisions.”
* About a writing software, I might tell you: “Our software includes a robust outlining tool and a built-in grammar checker.”
Those statements are true, sure, but they don’t exactly light a fire under anyone. The reader has to do all the work, trying to figure out how that “what” connects to their life or what they need. And let me tell you, when people are constantly bombarded with information, they don’t have time for mental gymnastics. They might understand what you’re saying, but they won’t feel anything. The “what” gives facts; the “why” gives motivation.
The “So What?” Problem: When you just list features, the immediate, almost automatic question that pops into a reader’s head is “So what?” They’re looking for the implication, how it affects them personally. If you don’t spell it out, they’ll probably just move on. It’s not that they don’t care about your work; it’s that they instinctively want to save their mental energy. Make it easy for them to see the value.
Getting Really Clear: Features vs. Benefits
To truly nail this, we need to totally understand the difference.
Features:
* What they are: What your product, service, or idea is or has. They’re just objective facts.
* Their focus: The thing itself.
* What they answer: “What is it?” or “What does it do?”
* My examples: Word count, genre, price, publication date, writing process, specific skills.
Benefits:
* What they are: What your product, service, or idea does for the user. These are the good things that happen, the problems that get solved, or the desires that are fulfilled.
* Their focus: The person using it – their needs and wants.
* What they answer: “What’s in it for me?” or “How will this make my life better/easier/more fulfilling?”
* My examples: Saved time, less stress, understanding something better, feeling happy, looking better (reputation-wise), making more money.
Think of it like this: A car might have a 300 horsepower engine (that’s a feature). The benefit? You can easily merge onto the highway, you feel a thrill when you accelerate, and your commute becomes way less stressful and even enjoyable. The engine is the feature; the experience and the problem it solves are the benefits.
The Magic of “You”: Shifting How You Talk
The core of writing that focuses on benefits is to stop talking about “I” (what I offer) or “It” (what my product does) and start talking about “You” (what you, the reader, will experience or gain). This might seem like a small change, but it makes a huge, personal connection.
Before (Just focused on the feature): “My novel has intricate world-building.”
Now (Focused on the benefit): “Immerse yourself in a vividly imagined world where every detail pulls you deeper into the narrative.”
See how it instantly shifts from a general quality (“intricate world-building”) to a direct experience (“Immerse yourself,” “pulls you deeper”)? Using “you” immediately brings the reader into the story.
First Trick: Know What Your Audience Really Wants and What Bugs Them
You can’t effectively talk about benefits if you don’t actually know who you’re talking to. This is the absolute foundation of convincing communication.
Here’s what I do:
1. Figure out your audience: Don’t just think about their age or location. What are their dreams? What really frustrates them? What are their daily struggles? What keeps them up at night?
* If I’m a novelist: Are my readers looking to escape their boring lives? Do they want to think deeply? Do they need to feel something powerful? Do they want to feel understood?
* If I’m a freelance writer: Are my clients struggling with inconsistent content, no clue about SEO, or finding their brand’s voice? Do they want more website visitors, more sales, or just to have more free time?
2. Dig into their “pain points”: Look at online forums, read reviews of similar products, check social media comments, and just listen to what people say. What problems are people trying to solve that your writing, book, or service can fix?
3. Identify their ultimate goals: What’s the deep, aspirational outcome your audience truly desires? They don’t just want a “well-written article”; they want the result of that article – more engagement, a better brand image, or even a promotion at work.
Let me give you an example (as a freelance writer):
* My Audience: A small business owner.
* Their Pain Points: No time, overwhelmed by marketing, low website traffic, content feels boring.
* Their Core Desire: Grow their business, build credibility, attract more customers, reduce stress.
Knowing all this, a feature like “I write 1000-word blog posts” suddenly turns into benefits like:
* “Free up hours each week currently spent on content creation, allowing you to focus on core business strategies.”
* “Attract a steady stream of ideal customers to your website with compelling, search engine-optimized content.”
* “Elevate your brand’s authority and build trust with expertly crafted articles that resonate with your target audience.”
Every single one of those benefits directly addresses a problem they have or a desire they want to fulfill.
Second Trick: The “So That” and “Which Means” Test
This is a super simple but incredibly powerful way to turn any feature into its corresponding benefit. You start with a feature, then ask “So what?” or “Which means?” and answer it from your audience’s perspective. Keep asking until you get to a significant, desirable outcome.
Here’s how I do it:
1. Pick a Feature: Just choose any characteristic of your writing, book, or service.
2. Ask “So What?” or “Which Means?”: What does that feature do for the reader or client?
3. Repeat: If the answer is still kind of a feature or a very weak benefit, ask again. Keep pushing for the ultimate positive outcome.
Let’s try it with a novel:
* Feature: “My novel is written in a fast-paced, propulsive style.”
* So what? “It keeps you turning pages quickly.” (Still a bit focused on the act of reading, not the feeling).
* Which means? “You’ll be completely absorbed from start to finish.” (Better, getting to the experience).
* So what else? “You’ll forget your daily worries as you get swept away by the narrative.” (Stronger, addresses an emotional need – escapism).
* Which means? “You’ll find a much-needed escape, feeling refreshed and invigorated after diving into a truly gripping story.” (Boom! Ultimate benefit: emotional rejuvenation, stress reduction).
Now, for a writing consultation service:
* Feature: “I provide detailed line-edits on your manuscript.”
* So what? “You’ll see specific areas for improvement.”
* Which means? “Your prose will become tighter and more impactful.”
* So what else? “Your message will be clearer, reaching your audience effectively.”
* Which means? “You’ll connect more deeply with your readers, ensuring your hard work translates into genuine engagement and lasting influence.”
This back-and-forth process really helps you dig down from surface-level attributes to profound, reader-focused advantages.
Third Trick: Connect Benefits to Feelings and What People Dream Of
People buy based on how they feel, and then they use logic to justify it. While facts (features) might appeal to logic, benefits spark emotion.
What I suggest:
1. Match Benefits to Emotions: For every benefit you find, think about the emotion it brings out or calms down.
* Escapism: Joy, wonder, relief from stress.
* Problem-solving (like SEO for a client): Relief, confidence, excitement about growth.
* Clearly written text: Confidence, peace of mind, professional satisfaction.
2. Use Words That Stir Emotion: Instead of “helps,” use “transforms,” “empowers,” “ignites,” “liberates.” Instead of “good,” use “unforgettable,” “profound,” “seamless.”
3. Paint a Clear Picture of the “After”: Don’t just state the benefit; describe what life will be like for the reader after they experience your work.
Here’s an example with an academic book:
* Feature: “This book synthesizes a decade of research on neuroplasticity.”
* Benefit (First pass): “You’ll understand complex brain functions.”
* Benefit (Emotional/Aspirational): “Unlock a deeper understanding of human potential, empowering you to reshape your own cognitive habits and foster lasting personal growth.” (Connects to the desire for self-improvement).
And for a memoir:
* Feature: “The memoir covers the author’s journey through grief.”
* Benefit (First pass): “You’ll read about someone overcoming a difficult experience.”
* Benefit (Emotional/Aspirational): “Find solace and strength in a shared human experience, discovering new pathways to healing and resilience within your own life’s challenges.” (Connects to emotional needs for healing, empathy, and hope).
Look for words that convey ease, efficiency, security, joy, freedom, success, belonging, and transformation.
Fourth Trick: Weave Benefits Throughout Everything You Write
Benefits aren’t just for bullet points or those “click here” buttons. They should be everywhere in your communication.
My tips for this:
1. In Your Introduction: Grab the reader right away by showing a compelling benefit or explaining a problem they have that your writing solves.
* Instead of: “This article discusses the nuances of historical fiction writing.”
* Try: “Struggling to bring historical eras to life without sacrificing narrative flow? Discover proven techniques that will transport your readers directly into the past.”
2. In the Middle Sections: When you describe a specific feature or technique, immediately follow it with its benefit.
* Feature first, then benefit (like I just did!): “Our proprietary outlining system (feature) allows for non-linear story development, which means you can weave intricate subplots seamlessly without losing track of your main narrative threads (benefit).”
3. In Your Conclusion/Call to Action: Reiterate the most powerful benefits. This reinforces the value you’re offering and tells them what to do next.
* Instead of: “Buy my book now.”
* Try: “Don’t miss out on the gripping adventure that will transport you to another world and leave you breathless. Grab your copy today and embark on an unforgettable journey.”
A concrete example (pitching an article idea):
* Old, Feature-Focused: “I want to write an article about content repurposing strategies.”
* New, Benefit-Focused: “Are your clients struggling to maximize their content ROI? My article will unveil actionable strategies for content repurposing, enabling them to reach broader audiences and stretch their marketing budget further without creating new material from scratch.”
Fifth Trick: Tailor Benefits for Different People/Situations
Not everyone cares about the same benefits, and they’re not all equally important in every situation. Customizing your benefits is key to making a big impact.
How I approach this:
1. Identify Main vs. Secondary Benefits: Some benefits are for everyone; others are for specific groups.
* For a time-saving app: The main benefit is saving time. Secondary benefits might be less stress, more productivity, a better work-life balance.
2. Put Benefits in Context: The benefit you highlight in a quick tweet might be different from what you emphasize in a detailed proposal.
* Twitter (short, punchy): “Escape the everyday.” (Benefit for a novel)
* Book Description (more detail): “Lose yourself in a meticulously crafted narrative that offers both thrilling escapism and profound emotional insight.” (Combines escapism with deeper intellectual/emotional benefits).
3. Test Your Benefit Messages: If you can, try out different benefit-focused headlines or opening lines to see what really resonates with your target audience.
Example (promoting a writing course):
* Audience 1 (Beginner Writers): Focus on benefits like overcoming writer’s block, building confidence, clear roadmap.
* “Transform your ideas into captivating stories, finally overcoming the blank page and finding your unique writing voice.”
* Audience 2 (Experienced Writers): Focus on benefits like skill refinement, advanced techniques, fresh perspectives.
* “Elevate your craft with advanced narrative techniques, unlocking new levels of depth and reader engagement in your next masterpiece.”
Sixth Trick: The Nuance of When to Briefly Mention Features
While we’re all about benefits, features aren’t totally useless. They give credibility and back up your claims. The trick is to keep them in a supporting role.
Here’s how I do it:
1. Lead with the Benefit, Back It Up with the Feature: Say the benefit first, then quickly mention the feature that makes it possible.
* Instead of: “Our software has a built-in grammar checker.”
* Try: “Write with absolute confidence knowing your prose is flawless, thanks to our intelligent, real-time grammar checker.”
2. Use Features to Answer “How?”: If someone is convinced by the benefit and wants to know how it’s delivered, then a quick mention of the feature is appropriate.
* “Experience uninterrupted creative flow (benefit) thanks to our intuitive, distraction-free interface (feature).”
3. Avoid Jargon: If you have to use a feature or technical term, explain it simply using benefit-driven language.
Concrete example (freelance editor):
* Not great: “I use Chicago Manual of Style.” (Feature, jargon)
* Much better: “Ensure your manuscript adheres to industry standards and presents a polished, professional image, as I meticulously apply the Chicago Manual of Style.” (Benefit first, then feature with a quick explanation of why it matters).
Refining Your Approach: Common Traps I Try to Avoid
Even with the best intentions, it’s easy to slip back into just talking about features.
- Vague Benefits: Don’t just say “it’s good” or “it will help you.” Be specific, and if you can, quantify it.
- Vague: “This book will make you a better writer.”
- Specific: “This guide will equip you with a concrete framework to structure compelling arguments, enabling you to construct persuasive essays in half the time.” (See? Specific, and you can even measure it).
- Assuming Everyone Knows: What’s super obvious to you, the creator, isn’t obvious to your audience. Clearly state the connection between what your thing has and what it does for them.
- Overwhelming Your Reader: Don’t list every single benefit under the sun. Pick the most impactful ones for your specific audience and situation. Focus on being clear and concise, not just listing everything.
- No Clear Next Step: Once you’ve clearly stated the benefits, tell your reader what to do next. What action do you want them to take to experience these benefits?
The Lasting Impact of Talking About Benefits
Mastering this art of using benefits over just listing features isn’t just about how you write; it’s a fundamental change in how you approach communication. It transforms your writing from just describing things into a persuasive, empathetic conversation. When you speak to what your audience truly wants, ease their worries, and clearly show them the positive change they’ll experience, you build a deep, personal bond.
This approach builds trust, sparks interest, and gets people to act. It makes sure your words don’t just inform, but truly have an impact – getting your readers not just to understand, but to desire, to believe, and ultimately, to engage with your work on a deep and lasting level. For us writers, whose whole craft is about connection and influence, mastering this isn’t just a smart move; it’s absolutely essential to making sure every single word we write makes the biggest possible impact.