A website, or any marketing, has to reach your potential customers – make them wake up and take notice.

Not put them to sleep.

How do you do that?

One of the main ways – it applies mainly to consumer sales – is with FEATURES and BENEFITS.

If you’re selling a fancy cell phone to a certain public, are you really selling them high-tech gadgetry? Or are you selling benefits such as convenience, ease-of-use, time saved, etc.? People – especially consumers – buy benefits (“What’s in it for me?”).

They’re not really buying the feature that the phone can store up to 750 phone numbers. What they’re buying is convenience.

Stored phone numbers save time when dialing. So convenience and time saved are the benefits to the customer. That is what they get out of this purchase.

Your website should always turn product or services features into benefits.

Like this:

“Because this phone has a speaker-phone, voice calling and stores up to 750 numbers, you can call anyone and everyone hands-free.”

You tell them the features to give the benefits credibility, but it is the benefits that you are really selling.

Features have to do with products. Benefits relate to people.

Features involve logic. Benefits involve emotions.

So, don’t put your customers to sleep by chanting off a laundry list of product features. Instead, create want and desire by emphasizing people benefits.