Think of an ad that grabbed your attention. If you think about it, the ad that caught your attention probably spoke directly to a need or desire that you have. Too often, businesses advertise their products and services with little thought as to why people would be interested in purchasing their particular product or service. They highlight the features of a product or service, but not the benefits it will deliver to the consumer. Highlighting consumer benefits in an ad is essential to getting the consumers attention.
Marketers frequently confuse features and benefits.
An easy way to remember the difference is that features tell, benefits sell. Consumer benefits are sales motivators. They're the reason why someone decides to buy. A consumer buys a product or service to fulfill a need. Design and copywriting are crucial to the success of your advertising.