Defining the Features of What You’re Promoting


Defining the Features of What You’re Promoting

“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”

≈Theodore Levitt

In our last post, we talked about a framework you can use at the start of a campaign to outline exactly what you’re selling.

Today we’re going to dig a bit deeper and talk about a key issue in marketing – Defining the features of what you’re selling. This will be an integral part of your Facebook ad campaign, regardless of what you’re promoting.

In simple terms, features are factual statements about what your product does.

Let’s say your company sells smoke detectors.

Some of the features might include:

  • Easy installation
  • Interconnected to other detectors in house
  • Comes with battery backup
  • Test button
  • Extra-sensitive
  • Front loading battery door

Features are essentially all the ‘what’s’ of what you’re selling. When coming up with your list of features, consider the following:

  • Size
  • Shape
  • Texture
  • Design
  • Capabilities
  • Functionalities

Somewhere on your ad’s landing page, you’re going to need to include a list of features. No one is going to buy a product if they have no idea what it does.

However, while listing features is certainly necessary to provide information about your product, this is where many copywriters go off track.

They spend so much time compiling lists of the latest and greatest features of the product that they forget this super-important point:

Customers are not as interested in what your product does as in how it can help them.

So how does this apply to Facebook advertising?

1. In most cases, you do not want to include a list of features in your ad copy or headline.

If people take the time to read through the list, their initial response will likely be, “So what?”.

2. While it’s important to list features on your landing page, it should not be the main component of your copy.

Features don’t grab people’s attention, keep their attention, or entice them to buy.  That’s where    benefits come in (more on this next week).

When people arrive at your landing page, you only have a few seconds to grab their attention       and entice them to stay.

A bullet point list of 101 features isn’t going to cut it.

3. Be clear and thorough when listing what your product does, but move quickly to how your product can help people.

  • List the features, and move on.
  •  Tell people why they need your product, and how it’s going to solve their problem.
  •  This is what’s ultimately going to entice them to buy.

How much time do you spend coming up with features, relative to benefits? Are there certain niches where feature lists are especially critical? Share your thoughts below!

Wondering if your ad or landing page copy is up to snuff? Want to see how the experts do it? Check out our FB Insights training today!

Photo credit: jscreationz


















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