And if you don't think there is a difference, this is the lesson for you!

I have read many product reviews, and all the writer has done is re-write the Amazon description.

Not only will Google frown on this and not rank you highly, but you are not helping the potential customer solve a problem.

A feature is part of the product, its specification, and its description.

A benefit is how it can help somebody, and how it can offer a solution.

And if you struggle to write longer product reviews, turning each feature into a benefit can add extra, in-depth information that will be better than your competitors.

Let's see an example.

How can you turn a seemingly unimportant feature, such as Batteries Included, into a benefit?

Imagine you are writing a product review about a toy dinosaur.

Why would it make your potential customer's life better knowing that batteries are included?

It means the toy is ready to use.

No extra cost or trip to the store to buy batteries.

Imagine your child's frustration, disappointment, or anger that they couldn't play with it straight away.

Potentially saves a Christmas morning or birthday from being ruined.

It saves your reader's peace of mind and removes stress.

The feature is the included batteries, the benefit is a happy child!

Now, that's perhaps an over-the-top example, but I hope you get the point.

Don't describe the product - that's the vendor's job.

Take each feature in turn and reveal its benefit.

And that could be the point that a reader becomes a customer.

A "grease slide" is a copywriting term.

It's a phrase or question that keeps readers on your content for longer.

They see this phrase and can't help but "slide" down to the following sentence; they want to know what's next.

Here are some examples, and then we will see how it works.

• Let's face it
• Here's the bottom line
• In other words
• Here's the truth
• Let me explain

Let's face it - this provokes curiosity. Readers immediately think, let's face what? I need to know this.

Here's the bottom line - this builds suspense. You haven't given away the details yet, and your readers need to continue.

In other words - this improves the value of your post. You have explained something one way, and now you are going to look at it from a different angle.

Here's the truth - this indicates importance. Your visitors want to know the truth, and they have to keep reading.

Let me explain - this sets the scene for more information. You are going to discuss something of interest that shouldn't be missed.

However, use these sparingly.

If you add too many, your content becomes "fluffy" - you are just adding words for the sake of it.

And make sure you get to the point early in your post.

Don't use these grease slides as a way of delaying getting to the important stuff.

Google likes to see as soon as possible that you can answer the question in full.

Start by answering the question you are addressing.

Next, use subheadings for more in-depth paragraphs.

And use your grease slides here, in your paragraphs, to keep people moving further down the content.

Questions can also be grease slides.

• So you want to...?
• Would you believe that...?
• Can you guess the number one reason why...?

If you start your content with a question, then you know your visitors will at least get as far as reading the answer.

Thanks for reading, have fun!