From Features to Benefits: 8 Ways to Craft Product Content That Resonates with Your Target Audience
Today, you might need to do more than just list features to get people interested in your products or services when you’re advertising them. You should know that customers are more interested in your product’s benefits than its features, even though features tell them a lot about what the product does.
Moving forward, CMI study shows that 81% of marketers see ecommerce product content as an important part of their business. So, you must know how important it is and how to write great material for your e-commerce products.
This article will talk about why it’s important to move from talking about features to talking about benefits, as well as ways to write rich, interesting product content for your e-commerce site that speaks directly to your audience. Let’s jump right in!
1. Understanding Features vs. Benefits
Features That Define
This refers to the unique features and functions of a product or service. They definitely give accurate details about what the product can do, as well as technical specifications. Nonetheless, customers need to know what a product can do in order to buy it, but features don’t directly tell them how valuable or useful it is or how it can change their lives.
Looking into Benefits
Benefits, on the other hand, talk about the good things that will happen and the benefits that customers will get from using the product. The question “What’s in it for me?” is answered. Therefore, the benefits of the product show how it fixes a problem, meets a need, or makes the customer’s life better. Customers can also better picture the value they will get from picking your product when you focus on its benefits.
Why it’s Important to Stress Benefits
Features give you the information you need, but of course when writing ecommerce product content that really speaks to buyers and makes them want to buy is what really pays off. Thus, benefits appeal to customers’ feelings, wants, and hopes, which makes the product more appealing and understandable.
2. Identifying Your Target Audience
Doing research on the market
It’s important to do a lot of market study before writing ecommerce product content that speaks to your target audience. To do this, you need to learn about your customers’ backgrounds, likes, dislikes, goals, and problems. Researching the market can help you understand your customers better and make sure that the material of your online store’s products meets their needs.
Making profiles of customers
Based on data and study, customer personas are made-up versions of your ideal customers. They help you picture and learn more about the people you want to reach. Simply by making customer profiles, you can figure out what each group of customers wants, needs, and faces problems with. With this information, you’ll be able to write ecommerce product writing that speaks directly to each persona.
Figuring out what the customer wants and needs
If you want to get your message across about how great your product is, of course you need to know exactly what your customers want and need. What do they want to do to fix things? What are their plans to reach their goals? Thus, you can make your product the answer people have been looking for. This is simply by making sure your ecommerce content optimization plan fits the needs and wants of your target audience.
3. Matching Features to Benefits
Looking at Product Features
Look at the benefits of your product or service first. Make a list of all the things that make your goods unique from others on the market. Learn how each function works and what the customer gets out of it.
Identifying Corresponding Benefits
Next, for each feature, list the benefits that the customer will get from it. Pay attention to the good things that happen or the ease of things that get easier when you use the product. Additionally, think about how the product makes the customer’s life better, saves them time, makes them healthier, or helps them with a specific issue.
Highlighting Key Benefits for Your Target Audience
Your audience will care about different perks in different ways. But you need to give more weight to the benefits that are most in line with their wants and needs. When you are writing about ecommerce product content management, make sure to highlight these key benefits so that you can get their attention and also connect with them on a human level.
Here’s a sample:
Product: SmartChef Pro Digital Food Processor
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This advanced food processor cuts meal prep time in half with its auto-chop feature. Its 12 versatile functions handle everything from kneading dough to pureeing soups. Sync with our app for personalized recipes and convenient ingredient ordering.
Eco-friendly and energy-efficient, it’s designed for the environmentally conscious. Plus, its sleek design fits beautifully in any modern kitchen. The SmartChef Pro isn’t just an appliance; it’s a key to culinary efficiency and creativity, making every meal an effortless and enjoyable experience.
4. Crafting Compelling Product Descriptions
Utilizing Persuasive Language
When crafting ecommerce product content and descriptions, use persuasive language that appeals to the emotions and desires of your target audience. A study conducted by the CXL Institute found that product descriptions with persuasive language and emotional appeal can lead to a significant increase in conversion rates. Focus on the transformation or positive change that the product brings to their lives. Use words and phrases that evoke excitement, happiness, and satisfaction.
Here are some examples;
- Discover the joy of effortless cooking with our state-of-the-art blender – where convenience meets culinary perfection.
- Elevate your home workouts with our premium yoga mat, designed to bring balance and serenity into your daily routine.
- Transform your sleep experience with our luxurious memory foam mattress, promising you a blissful slumber every night.
- Indulge in the ultimate skincare routine with our organic face cream, a secret to radiant, youthful skin.
- Step into comfort and style with our handcrafted leather boots, where every stride takes you on a journey of elegance.
Telling a Story
Storytelling is definitely a great way to get people interested in your goods and explain how it can help them. You should draw a clear picture of how the product will fit into their lives. Also, tell stories about real-life situations where your product solves a problem or makes things better for the customer.
Addressing Pain Points and Solutions
For this, figure out what problems and pain points your audience is having. In your e-commerce product content plan, you should also directly address these problems while showing how your product can help. You should position your offering as the solution to their problems and show that you care about them.
5. Showcasing Real-Life Examples and Testimonials
Demonstrating Product Benefits in Action
One good way to get people to understand how useful your product is is to show real-life cases of how it has helped other people. Start by giving case studies, success stories, or use cases that show how your product can be used in real life and also how it works.
Sharing Customer Testimonials and Success Stories
Customer testimonials and success stories add credibility and social proof to your ecommerce product content optimization strategy. So, make sure to encourage satisfied customers to share their experiences and also feedback. In addition, highlight their testimonials, reviews, and ratings to showcase the positive experiences others have had with your product.
Building Trust and Social Proof
Getting people to trust you is important if you want to sell them your goods. So, use social proof by showing the amount of happy customers, good reviews, or recommendations from people in your field. Additionally, this gives your product more authority and also reassures people.
6. Using Visuals to Enhance Ecommerce Product Content
Incorporating High-Quality Images and Videos
We all know that visual content is very interesting and helps people picture how your goods will help them. So, use high-quality pictures and movies showing how the product works or its features and benefits. Visuals make the experience more real and also help you understand the rewards better.
Visualizing Benefits Through Infographics
Infographics are a good way to organize a lot of information and show it in a way that is easy to understand. So, use infographics to make the main benefits of your product stand out in a clear and also straightforward way. This way, people will quickly understand how valuable your product is.
Creating Engaging Product Demonstrations
Showing off the benefits of your product through movies or interactive experiences is definitely a great way to get people interested in it. Step by step, you should show how your product solves a problem or improves the customer’s life. Keep the audience’s attention during the show by pointing out important features and benefits.
7. Optimizing Product Content for SEO
Conducting Keyword Research
Today, it is important to optimize your ecommerce product content optimization plan for search engines so that it reaches more people. So for this, ensure to do a keyword study in order to find words and phrases that people in your target audience are using. Then, use these keywords easily in the content of your e-commerce products.
Incorporating Relevant Keywords in Product Descriptions
Use important keywords in your product descriptions, headings, subheadings, and bullet points in a planned way. This helps search engines figure out how relevant the material in your e-commerce store is to what people are looking for. But don’t use too many keywords; it can make your writing hard to read and hurt the user experience.
Writing Compelling Meta Tags and Headlines
Lastly, make meta tags and headlines that are interesting, also use important keywords, and get the attention of potential customers. Search engine result pages (SERPs) click on a lot of pages that have meta tags and titles. To get people to click and learn more about your product, use wording that encourages action and emphasizes the main benefits.
8. A/B Testing and Iterative Improvements
Testing Different Messaging Approaches
You can compare different ways of sending messages to see which ones work best with your target group by using A/B testing. Try different kinds of digital e-commerce product content, like headlines that focus on benefits, calls to action, or ways to tell a story. Look at the results to find out what content on an e-commerce product gets more interaction and sales.
Analyzing Customer Engagement and Conversion Data
Monitor customer engagement and conversion data to gain insights into the performance of your ecommerce product content management strategy. Track metrics such as click-through rates, time spent on a page, conversion rates, and bounce rates. This data provides valuable feedback on how effectively your ecommerce product content communicates the benefits of your product and guides improvements.
Iteratively Optimizing Content for Better Results
Using what you learn from A/B testing and data analysis, you can improve the content of your e-commerce products over time to get better results. Make changes to your message, visuals, stories, or anything else that can help your target audience understand the benefits better based on data. Iterate and improve your product content plan all the time to get the most out of it.
Conclusion
When you are writing online product content that speaks to your target audience, you need to stop focusing on the features and start focusing on the benefits. You should also remember that the benefits are what make people choose your goods over others.
Having good ecommerce product content is crucial for any ecommerce business, which is why we built one of the best content optimization tools called Merch Metric. MerchMetric will provide you with a product content audit report, which is your ticket to knowing exactly where your ecommerce product content management is lacking and where improvements are needed.
This is much more efficient than trying various content enhancement processes with no clear idea. Now, do you want to know which ecommerce product content you should enhance? Contact us!
Andrew Gray
Andrew Gray is the Senior Operations Manager at Vserve Amazon Listing Services, a position he's held since 2021. He is renowned for operational excellence, leading teams to achieve sales growth and enhanced customer service. Andrew's role is crucial in optimizing the company's operations and maintaining its reputation for efficient back-office solutions.