eCommerce Copywriting: Features vs Benefits in Ad Copy

It’s the bustling realm of eCommerce. We’re in a time where every pixel of screen space vies for a shopper’s attention. And at this point, words wield immense power!

Persuasive ad copy is the linchpin of successful online sales, and mastering the art of eCommerce copywriting can be your ticket to thriving in this competitive landscape.

However, it's not just about the words you choose; it's about how you use them. Welcome to our guide on features and benefits for your eCommerce ad copy. This is where we'll dive deep into a fundamental dilemma that plagues every digital marketer: Should you emphasize the features of your product or the benefits it offers in your advertising copy?

It’s an age-old conundrum. And for many eCommerce brands, this is what makes the most difference in their survival.

I’ll cut this introduction here and jump to the core of this blog post.

What Are Features in the Context of eCommerce?

Features are the tangible attributes or characteristics of a product

Understanding the distinction between features and benefits is paramount to creating compelling ad copy that converts browsers into buyers. To start, let's dissect what features represent in this context.

Features are the tangible attributes or characteristics of a product. They are the cold, hard facts that describe what a product is, what it's made of, or what it can do.

In the eCommerce world, features encompass everything from a smartphone's screen size and processor speed to a pair of running shoes' cushioning technology and weight.

Okay, but now what? Are these features important? And how do they fit into the grand scheme of eCommerce copywriting?

Providing Essential Information

One of the major advantages of using features in ad copy is that it communicates the features of your product with clarity.

This is especially important if you’re in B2B eCommerce. Because the other business would usually know the benefits of the product. They just want to know what features your product offers and how it may be better or different from your competitors.

Building Credibility

Features also contribute to building credibility for the product you’re selling.

For instance, when you say your sneakers are made with high-quality rubber soles, the reader will instantly know that it’s a product worth investing in.

What Are Benefits in the Context of eCommerce?

Benefits in ad copy speak about how a product can improve the life of a customer

Benefits are ways in which a product or service can improve the life of a customer.

Benefits are different from features in that they focus on the emotional impact of a product rather than its physical attributes.

To put it simply, features can be objective and tangible, while benefits are more subjective and intangible.

For example, the feature of a coffee maker might be that it brews coffee in four minutes, but the benefit is that it saves time for a busy person.

Or that vacuum cleaner you use often. The benefit it offers is saving you time cleaning your house, while its 450W suction power is one of its features. And this is how we would communicate this feature as a benefit:

“Its superior suction power ensures 3x better and quicker cleaning.”

The Power of Emotional Appeal Through Benefits

Benefits hold the unique power to make a customer feel like your product or service is the perfect solution to their problem or desire.

By focusing on the benefits of your product or service, you can stir up the desire that will drive customers to purchase.

You’ll find one great example of emotional appeal through benefits in mattress ads.

Many mattress companies don't focus on the features of their product like the materials used or the number of coils. Instead, they usually focus on the benefits, like how their mattress will help you sleep better and wake up refreshed.

In this case, the benefit of a good night's sleep is emotional, and it speaks to the needs of the customer. And it's this emotional connection that compels someone to buy a new mattress. Makes sense, right?

Benefits as Solutions to Customers’ Problems or Desires

Features can never directly communicate how they will benefit a person.

Features add to the credibility of the product, but benefits add to ways in which a product can improve someone’s life by solving a problem or desire.

For instance, saying your furniture is made with wood doesn’t directly communicate a benefit. But saying “Our high-quality wood-based furniture will last longer than you would.” will 😉

Crafting Benefit-Driven Headlines and Messaging

Headlines, especially, are the gateway to your message. They're like the first impression that can make or break your audience's interest.

To capture attention and engage your target audience effectively, it's essential to create benefit-driven headlines and messaging.

Benefit-driven messaging focuses on what your product or service can do for your customers. It highlights the value, solutions, and advantages that your audience will gain by engaging with your offering.

When you lead with benefits, you address the fundamental question in your customers' minds: "What's in it for me?"

This approach helps you create a compelling narrative that resonates with your audience.

Psychology of Customer Decision-Making

Understanding the psychology behind customer decision-making is crucial for businesses aiming to connect with their target audience effectively.

Customers don't make decisions solely based on logic; their choices are often influenced by a complex interplay of emotions, cognitive processes, and external factors.

In this section, we will explore the various aspects of the psychology of customer decision-making.

Insights Into Customer Psychology and Decision-Making

Customers are not always rational decision-makers. Their choices are shaped by a multitude of psychological factors, including:

1. Emotions

Emotions play a significant role in decision-making. Positive emotions, such as happiness or excitement, can lead to impulsive buying decisions, while negative emotions, such as fear or anxiety, may trigger avoidance behavior.

Understanding these emotional triggers can help you tailor your messaging.

2. Cognitive Biases

Humans are prone to cognitive biases, like confirmation bias (preferring information that confirms existing beliefs) and anchoring (relying too heavily on the first piece of information encountered).

Recognizing and addressing these biases in marketing can lead to more persuasive messages.

3. Social Proof

People often look to the behavior of others to guide their own decisions. This is where testimonials, reviews, and endorsements come into play.

These things can significantly influence customers' choices, as they seek validation from peers or experts.

4. Scarcity and Urgency

The fear of missing out (FOMO) is a powerful motivator. Limited-time offers and product scarcity can create a sense of urgency, compelling customers to make quick decisions.

How Features and Benefits Influence Buying Decisions

Features describe the characteristics or attributes of a product or service. While important, they often serve as rational justifications for buying decisions.

For example, a smartphone may have features like a high-resolution camera or a fast processor.

Benefits, on the other hand, emphasize what the product or service can do for the customer. They tap into emotions and desires.

Using the smartphone example, benefits might include "capturing memories in stunning detail" or "streamlining your daily tasks."

Benefits like these connect with customers on a deeper, emotional level.

However, to influence customer decisions effectively, it's crucial to highlight both features and benefits in marketing materials. Because features provide credibility and necessary information, while benefits evoke emotions and create a sense of value.

Leveraging Psychological Triggers in Ad Copy

Whenever crafting your ad copy, try and leverage some sort of psychological trigger. A few psychological triggers include:

• Positioning your brand or product as an authority in the field to build trust.

• Offering something of value like free resources, samples, exclusive access, etc.

• Tailoring your copy’s style and tone to resonate with your target audience.

Features vs Benefits in Ad Copy: What’s Better for You?

Feature-based ad copy is better for B2B eCommerce

The decision, ultimately, depends on your target audience.

Features might be your best bet if you’re a B2B business. It can also be applied to cases when you’re promoting products that require a deep understanding or involve intricate details.

In such cases, your copy will benefit from feature-focused messaging. It helps build credibility and trust.

Now, benefits will come in handy for B2C businesses, everyday products, or simple messaging. Because the target audience in such instances is consumers, and they often look to consume products that can make their lives easier.

So, they usually look for ‘how’ a product can help them.