Beware the default benefit

Bit of advice to copywriters:

The adage that “people buy benefits, not features” is true. So if you want to persuade, don’t make your case solely on what your product is, aka, its features, but on what it does for your reader.

The usual accompanying adage, “people don’t buy quarter-inch drill bits, they buy quarter-inch holes” is just plain wrong. Like a drill bit, a hole is an is, not a benefit.

Here is what holes do: let you sink screws; drain water; create air flow; feed pipes, tubes, or wires; see what’s behind a wall; and more.

To find the benefit behind a feature, try appending the words “so you”: This bag has an easy-open tab [feature], so you [possible benefits:] won’t break a nail / won’t have to strain /  won’t spill / won’t have to use scissors or pliers / won’t have your kids overhear you using words you’d ground them for using.

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Whatever you do, beware the default benefit ...

Sooner or later comes this flash of would-be brilliance about your service: It saves time!

Guess what. Most services save time. It is the default benefit. It sets no one apart. If “saves you time” is where you’re headed with your copy, stop and think harder.