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What kind of copy banner do you think would work better for a landing page?
- the one that talks about benefits and evokes emotions
or
- the one that talks about features but doesn't evoke any emotions
🤔
- The one with benefits and emotions (duh!)
- Nope.
- Don't tell me it's the one with the features!
- Also no.
- Ah, I know! The correct answer is "it depends"!
- You may think so. Because, let's face it: everything always depends on something. But no. Any other ideas?
- ?! 🤷
- The correct answer to this question is... it's a WRONG question.
You know, like if I asked you if you felt chilly going to the store naked today.
But you didn't go to the store naked.
The same way features don't "don't evoke any emotions".
Features can be VERY exciting
Even more exciting then benefits,
Just think of the last thing you bought and cared enough about to read the web copy for it (a camera, a bike, a piece of software).
I bet you remember the excitement you felt when you discovered the features you were looking for:
- a camera with 2 memory slots and 24.5 megapixel resolution
- a bike with a carbon frame that weighted only 25lbs
- a time tracking tool that allows you to track project subtasks & has one-click summary reports
For me, it was a fish toy for my cat 🐟🐟🐟 12 inches, moves only if you touch it and has an inside pocket with catnip. The cat will be thrilled. Or scared to death. We'll find out on Friday 😄
Your prospects don't feel an emotion every time you describe a benefit
❌ Nor do they emotionally disconnect every time you describe a feature.
✔️ But they feel an emotion every time things you tell them about your offer match what they want/need.
It can be benefits.
But it can also be features.
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