The significance of benefit language in content creation

What does benefit-driven language look like?

The average consumer is bombarded with hundreds of types of content throughout the day. Some of it is ignored, while some has a chance to capture their attention, at least for a moment. This is where the language of benefits comes into play – its job is to grab the recipient's attention. Properly written and presented content should interest the user and encourage them to stay on our site.

What is the language of benefits? Well, it's characterized by highlighting the benefits of a given product or service. It explains how it will solve the user's problems and meet their needs. It highlights the added value and tangible benefits of choosing our offer. It tries to explain to the recipient how their life will change after using the service.

For example: Why should you read this book? What are the advantages of this bike or car model? What makes these shoes perfect for a mountain hike?

Often, the language of benefits not only meets the needs of the recipient but also creates them. It tries to make the user aware of the benefits they didn't consider when starting their search.

Benefit-driven language goals

Information - describing the features and benefits of a service or product.

Persuasion - emphasizing what sets our offer apart from the competition.

Problem-solving - highlighting the benefits and how it meets needs.

Persuasion - the final act of convincing the customer to choose our offer.

For example: a specific bike model has thicker tires - this is a product description. The tires are more durable and provide greater riding comfort - this is highlighting the benefits. With a bike with thick tires, you can travel up to 20 km further - this is the benefit of purchasing. We can enrich the message by solving a problem or providing additional benefits. Buying a bike is associated with changing your lifestyle to a healthier one or a faster commute to work.

Elements of benefit-driven language

We have mentioned concepts such as benefit, feature, and advantage several times. What exactly do they mean in the context of benefit-driven language? A well-constructed message should include these three elements for complete communication with the recipient:

1. Feature - a basic description of a product or service. It characterizes the specifics and describes the functions. For example, thicker tires on a bike, a coat made of a better quality material, a more durable battery in a phone. However, this is not enough to capture the customer's attention.
2. Advantage - has the power to influence the user's imagination. It highlights the positives of a product or service.
3. Benefit - is intended to emphasize what the user will gain by choosing a particular product or service. It is the combination of benefits and advantages that determines the choice the customer will make. Benefits are a key element because they relate to expectations and needs.

Benefit-driven language in practice

In marketing communication, the opposite of benefit-driven language is sometimes used. It is called the language of loss. It describes a situation in which a user finds themselves if they do not use a product or service. In this type of communication, the negative aspects of not using a particular offer are emphasized. It creates a need to make a purchase to change the user's situation for the better. Benefit-driven language is closely related to the AIDA model, well-known in marketing. The individual elements of this model are:

Attention: To capture the customer's attention. This could be done through a striking headline, a visually appealing image, or a compelling question.

Interest: To pique the customer's interest. This means making them want to know more about your product or service.

Desire: To create a desire for your product or service. This involves convincing the customer that they need or want what you're offering.

Action: To motivate the customer to take the desired action. This could be making a purchase, signing up for a newsletter, or requesting more information.

When using benefit-driven language, it's impossible not to directly influence the recipient's emotions. To achieve this, it's worth focusing primarily on:

Address the recipient directly. Use the second person singular (you). For example: “Take advantage of our offer”, “Check out our latest services”, “Discover our new phone models”.

Create curiosity and ask questions. Make the recipient curious about your offer. What does this product do? What are the benefits of this service? By asking such questions, you create a need for the user.

Ensure a clear and concise message. The recipient is more likely to be interested in an offer that clearly addresses their needs and solves their problems.

Use phrases that directly relate to benefits. For example: provide, save, gain, facilitate, allow, enable, thanks to, adjectives like convenient, modern, universal, fashionable, etc.

Use the active voice in your content. For example: “With these shoes, you’ll embark on an unforgettable mountain adventure”, “With this digital camera, you’ll take the most beautiful pictures”, “With this camera, you’ll capture the most important memories”, “With this dress, you’ll impress your family and friends”, “On this course, you’ll learn the most important SEO techniques”.

Benefit-driven language is a useful tool for building consistent communication with customers. By presenting features, benefits, and advantages, it influences the decisions users make. However, using benefit-driven language is just one pillar of good content.

➡️ Read also: Evergreen content – what is it and how to create it?