This is a really interesting topic that I cannot emphasize enough; Features vs Benefits. You may think, as an online seller, that this is irrelevant, but it’s actually more important for you than anyone else because, unlike an actual store, you have to sell your product without the buyer ever touching, seeing or smelling it. Heck, they can’t even try it on! So let’s delve right in:

FEATURE Definition:  a distinctive attribute or aspect of something.

BENEFIT Definition: an advantage or profit gained from something.

THESE ARE NOT THE SAME THING!!!! So, here’s some examples:

Let’s look at this Calvin Klein Set (Scarf, Gloves and a Hat)

FEATURES vs BENEFITS:

Made of Alpaca Fur (yes, I am totally making this up). Will last a lifetime. Unlike Cotton, it doesn’t shrink, contort or fray.

Complete Matching Set! The benefit is the bulk savings

So as you can see; the FEATURE is what the actual product IS. The Benefit is what it DOES FOR THE BUYER. 

WHY DOES THIS MATTER?

When you are an online seller, you have to sell BENEFITS in addition to features. The more you emphasis benefits the more likely you are to sell the item because potential buyers read your listing and see that it solves their problems. Check out this listing from Macys.com:

As you will notice, Macys makes sure they tell the reader all of the features but they also tell the potential buyer the Benefits (highlighted) which include:

• A sleek look with no bumps or lines (this is a GREAT benefit!)
• A smooth look under Tees or Silky Blouses (another AMAZING benefit! Every woman needs a bra that does this!)

Here’s another example from Nordstrom.com;

Nordstrom also get’s right into the features and benefits. The Benefits are:

• This slipper is like a sandal, so if you love sandals you will love this slipper
• Comfortable

Keep in mind that if someone is already looking at your listing they are already interested! Now you just have to “seal the deal”.  By pointing out that the item solves problems, such as bumps and lines caused by most bras, or traditional slippers not being like sandals, you get the buyer to think "Hey!  I really do need this!".

So, when you are listing your products be sure to emphasize why the already-enticed reader should click the Add to Cart button. 

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