Screenshot showing a diagram of how a product works. Feature-driven copy most likely won’t be the deciding factor in closing the sale. Even though we’re partial to our own products and their unique features, often users see a blender as, well, just that — a blender. Feature-driven content is more vital to differentiating your product when you’re selling a complicated item at high rates. Otherwise, it’s the benefits and user-focused value that’s going to help you make the sale. See the 10% landing page conversion rate we got using feature-focused copy to sell a complicated item 14.

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If feature-driven copy is where you get to explain the “what” of your product. Then benefit-driven copy is where you get to explain the “why. The obvious Belgium B2B List here. In the blender example, listing “blended fruit smoothies” as a benefit isn’t going to work. But, some benefits like the ones below might. Blends a 12 oz smoothie in half the time of other blenders Titanium blades for fine chopping. Removable bottom makes cleanup easy Easy-pour lid ensures there’s no spillage when serving

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The above examples of benefit-driven copy focus on speaking in terms of what customers value — the benefits of a product that makes their lives easier. If you want to take it one step further, benefit-driven copy can include “value-driven copy” that monetizes these different benefits.[*] Screenshot showing a tire product page Putting an actual dollar amount to the benefit is a great way to increase engagement. Now, it might not work so well for blenders, so we’ll look at a different example here. Let’s consider your ecommerce site is now selling cars. The benefits (and their value) of the new car model you’re selling could look something like

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