So, today we are going to talk about the difference between a product's features and its benefits.

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.