Have you ever heard the saying “people don’t buy products, they buy emotions”?
There are other iterations, like “people don’t buy products, they buy results/stories/an identity/a better version of themselves”.
However you want to spin it, the principle remains the same. Yes, people do buy physical products. But the reason they buy is emotionally-driven. They’re hoping the product will create specific results. A greater sense of confidence, joy, belonging, comfort … you get the picture. It’s not just about the product. It’s about what the product can do for them. How it can make their life better. And that’s where features and benefits come in.
It’s one of the first principles of copywriting, and no matter how much the industry changes, I think it’s something that will always be relevant. I’m explaining why below, so let’s go!
What are features in relation to copywriting?
Simply put, a feature is something that a product has.
For fashion and lifestyle products, features are things like materials and design details.
For example, in this product description for an Everlane sweater, the features are:
- Sustainable blend of recycled and virgin cashmere
- Fit that sits closer to the body
- Delicate trims
- Smoother openings
They’re matter of fact details that describe what the sweater is made of and how it fits. End of story.
What are benefits in relation to copywriting?
Benefits are where things get juicy.
Features tell you what the product is. Benefits tell you why it matters. They tap into the human psychology of buying, drawing on the desired outcome. They let people know why and how the product will improve the buyer’s life. Let’s look at that Everlane product description again:
The benefits here are:
- Lightweight — feels comfortable to wear, doesn’t look bulky, and doesn’t take up a lot of space in a closet
- Luxurious — makes the wearer feel elegant and refined, allows them to enjoy the finer things in life every time they put on the sweater
- Easy — simplifies the getting dressed/styling process so the wearer saves time and feels more confident in their appearance
- Timeless — it’s classic and will never go out of style, so the wearer won’t feel like their outfit is outdated
- Soft — it’s cozy, comforting, and pleasant to wear, and those feelings increase with each wear
These benefits point out that the sweater is more than just a sweater. It’s a source of comfort and confidence that saves precious time getting ready, styling, and shopping. Sounds like a smarter investment than just a sweater, right?
Features & benefits: which is more important?
Features and benefits are kind of like yin and yang. You can’t have one without the other — at least, if you want your copy to be effective.
Most copywriters will say that benefits are more important because of the psychological element. Features might be what draw people in, but benefits are what make them buy. In that sense, benefits are very important.
However, features are what give context to the benefits, so they’re important in their own way. As much as people want a positive outcome, they also want to know what they’re buying. It’s like the base ingredients of a dish and its accompanying seasonings. Sure, spices are what give a curry its rich flavour. But you need the vegetables and gravy to make the curry in the first place.
Just like with spices and cooking, using features and benefits in copywriting is all about finding balance. Copy that’s too feature-heavy can feel bland, but you also want to use just the right amount of benefits to get the perfect outcome. And certain pieces of copy will require fewer benefits than others, depending on the nature of the copy and the product.
Like with that product description. You may have noticed that I had to elaborate on the benefits because the product description didn’t really do it. But that’s ok, because product descriptions tend to be shorter, and they kind of have to focus on features because people want to know exactly what they’re buying. Also, the product is a bit more straightforward. Most of us know how great a cozy, lightweight sweater feels, so the benefits don’t need to be heavily emphasized in that particular piece of copy. They could be elaborated by creating an email marketing campaign, a blog post, or even a social media post that gives more space than just a few sentences. Context matters.
Do you always have to mention benefits?
As a copywriter, I’m going to give a big fat yes. Even if they’re subtle, like in a product description.
I will acknowledge that sometimes features are enough on their own. Some people are loyal to certain design styles and fabrics/materials, so seeing those features might be enough to immediately sell someone. For example, someone who’s a sucker for linen won’t need much convincing when they see a linen shirt in their favourite colour.
However, it’s still important to remember that a certain desire still lies at the core of that decision. The linen addict doesn’t just randomly love linen. They love it because it’s breathable, comfortable, and aligns with their personal style aesthetic. It’s taken them some time to reach that point of “if it’s linen, I’m sold”. Someone explained the benefits of the fabric to them at a prior stage, they got to experience them first-hand, and then they became a convert.
That’s why it’s important to always include the benefits. You don’t know what stage of awareness and knowledge every customer is at*, and some might still be unaware of the benefits of your product. That benefit-driven copy might be what turns a browser into a buyer.
*This applies to all forms of copy (web pages, product descriptions, blog posts, emails, social media posts), because you don’t know what stage of the discovery journey the reader is at. Just because your website’s homepage is filled with benefit-driven copy that really sells your products, that doesn’t mean you can slack off in other areas. Someone might be discovering your brand for the first time via social media or a blog post, so you need to make sure whatever copy they see first conveys the benefits.
Common benefits in fashion & lifestyle copywriting
Ok, so we know what features and benefits are, and why they’re important. Let’s talk about the most common benefits in the fashion and lifestyle industries.
I mentioned above that buying typically comes from a place of desire. So when it comes to fashion copywriting, you can think about what we want our clothes and accessories to do for us.
There are different core benefits based on the type of clothing/accessory that’s being highlighted:
- Everyday wear/wardrobe staples — reliability, versatility, confidence. People want pieces they can grab without overthinking. That go with everything, hold up through busy days, and make them feel polished without trying too hard.
- Loungewear/sleepwear — comfort, ease, and relaxation. Fabrics that feel buttery soft. Fits that feel like a hug. Clothes that let them truly unwind, because they feel so good in them.
- Activewear/athleisure — performance, comfort, flexibility. Everyone needs a little extra motivation when they’re working out or running errands. They want clothes that make them feel more capable of their physical abilities, and that won’t annoy them while they’re at their most active.
- Workwear/professional attire — confidence, authority, sharpness. Everyone wants to be respected and taken seriously at work. They want fuss-free clothes that create positive lasting impressions, and help them feel in control of their day.
- Occasion wear/evening wear — glamour, confidence, fun. People want to feel like they’re the best dressed person at the event. They want pieces that feel more special than their everyday clothes, therefore making them feel more special.
- Outerwear/cold weather clothing — warmth, comfort, protection. Even the people that say they’re not bothered by the cold want winter gear that delivers. They want to know that their cold weather clothing will shield them from cold-related discomfort.
- Resort/holiday wear — ease, escape, relaxation. When people are on vacation, they don’t want to think too hard about their outfits. They want designs that feel good in the heat, are easy to style, and add to those carefree vacation vibes.
So the next time you’re writing copy for a fashion product, don’t just focus on what it looks like or what it’s made of. A great design or premium material might not be enough. Emphasize how it’ll make the wearer feel. That’s where the gold is.
Copywriting services
Is your copy feeling a bit too feature-heavy? I can help you add in the juicy benefits that trigger emotions and convert.
You can learn more about my copywriting services for fashion and lifestyle brands here, or drop me a line if you’d like to personally chat about what I can do for you.
