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Jan '23 in General Discussion
But I want to feature my benefits!
I get it! You have all these features and benefits for your product and you want to scream them from the rooftops!
The issue - it's wayyyyy too obnoxious!
So NO ONE listens!
Let's take a hair oil for example
It's features and benefits -
  • enhances the look and feel of your hair for softer tresses
  • penetrates strands deeply with healing technology, enhancing shine and moisture.
  • luxurious dry oil texture
  • calms frizz and hydrates
So what's a better way?
  • natively speaking about them - changing the language to be more conversational [let's use this hair oil, she's needing some love, we want her shiny!]
  • fun, casual text pop-ups - keep them short and low-key
  • use humour and relatability - ask the question, make the joke, keep it fun and light! [imagine the line 'have you ever had that moment where you use a hair oil so your hair is luscious and shiny but instead it's oily, and looks like trash? HA same!' (I know scary to mention bad things but trust me - it makes it more real!) 'BUT I found the holy-grail hair oil and she's here to stay baby!']
  • storytelling - take your audience on a journey, key in relatable topics and understand when to showcase other elements which help to strengthen your storytelling
  • testimonial/reviews - there's still a place for a great honest review - the strength in testimonials is their raw, honest nature - we don't want scripts, we don't want website recited lines, we want real!
  • inferring the features and benefits through your actions/visuals - if you're wanting to showcase that it can fix your frizz and hydrate your hair - instead of saying it, show it! [This could be a morning routine, waking up with insanely crazy hair, brushing it and it still looks insane, she's visually frustrated! As she uses your hair oil, her frizz is tamed, she's visually relieved and happier, her hair is shining and hydrated, it looks thick and luscious! Suddenly she visually cannot get over her hair, she's shocked, she's showcasing her hair, she's IN LOVE!]
The best way to communicate your USP's in a native way - is to imagine yourself in the position of a customer actually using it! How do they use it, how do they incorporate it in their day, how would they speak about it - they aren't reading your website, they are experiencing it!
So what would you change about your strategy when communicating features and benefits? Or what's something that works for you every single time!
Let me know below!
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Aspy Pitts
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But I want to feature my benefits!
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