FEATURES, BENEFITS AND THE KAMIKAZE LANGUAGE OF CONCEPT: Where Kamikaze Copywriters put them, what Kamikaze Copywriters call them, how Kamikaze Copywriters make them impossible for the Prospect to ignore.

I’m beginning to see writing in the Kamikaze Language of Concept (LOC) is a more difficult assignment than I anticipated.  The problem in three parts:  first, using the Kamikaze Key Fact to find a concept your Prospect will resonate to.  Next, not knowing where to start, what the copy needs to say (again, lack of using the KCWP as your guide) and finally, discovering the right LOC – or even what an LOC is in the first place.

I can go over all that again in later posts (it was subject of post before this), but my task today must be to explain how the LOC is not counter to communicating features, benefits, content of any kind.  This all started as a Circus class assignment/discussion, beginning with an innocent remark.  “You know,” I assumed, “the difference between a feature and a benefit?”  No one spoke to the contrary, but the blank stares from half the room told me they needed reassurance.  Here it is:

·      A feature names something, lets you know what it’s called (seat belt, bleach, low deductible, changeable mop head, blah, blah, blah)

·      A feature is a descriptor, even a name.  Features can include how the thing works, what it looks like, where it goes

·      One more thing about features:  features are features.  It isn’t something like a seatbelt, it is a seatbelt.  A certain sunscreen doesn’t have something like SPF 50, it has SPF 50.  Never precede a feature with the word “like” unless your product does, indeed, have something similar to seatbelts, SPF, etc., rather than that particular feature itself

·      A benefit, real or perceived, is what that feature does for me (your Prospect)

·      Benefits are active, speak directly to the Prospect in terms he not only understands, but make him grok why this feature is so beneficial to him specifically, he must respond in the manner desired (Objective)

One is, one does.  Because they are generally named, features may be a bit harder to translate into the KLOC.  Because they are an active advantage to/for the Prospect, often stated competitively, benefits are a lot easier to work with, no matter how inventive your concept/language of concept.

Something about F&Bs I need to get off my chest.  They do not belong, as a shopping list, in the middle paragraph of a three paragraph ad.  Nor do they belong grouped together, an added thought behind wildly entertaining (or not) body copy.

Where do they belong?  Integrated throughout your body copy, integral to the Prospect, concept, product.  They are part of the story – heck, they ARE the story.  The concept, copy and KLOC are all just ways/excuses to feed them to the Prospect.

Here are some features turned to benefits for a SkiDoo (or any other water cycle)

Feature:  135 hp                                    Benefit:  70 mph max speed

The KLOC, a fast, frenzied emotional daydream of speed on water  “…135 sea horses, each straining in flight.  Seventy miles per hour into the sun, waves stand still…”

Another ad in the series, same feature; same benefit:

“…This is not gale-force-tree-bending-mind-tossing-one-hundred-thirty-five-horses of Tropical Anything.  Call it zero to fifty in five…”

Same feature, same benefit, same KLOC. 

What doesn’t it say?  There’s no third paragraph that says X Model SkiDoo has features you’re looking for like 135 horsepower, blah blah blah.

From our Ostrich insanity of last the post:

Feature:  Tender Red Meat like Beef            Benefit:  Two Thirds Less Fat than Beef

We’ve discussed this KLOC, but this feature/benefit turns up in my madness several ways:  “…Ostrich does not taste like chicken…Tender to taste and best served Medium to Medium Rare, Ostrich tastes enough like cow to moo…” and “…Now Rich White Guys can have their low fat and eat it, too…”  “…while you’re chewing the low fat…”

Same feature, same benefit, same original KLOC.

As with everything else in Kamikaze Creative Land, you must translate your features and benefits into the Language of Concept – that “voice” which best communicates your Concept (KKF) in a way your Prospect will want to read.  Spread your Features and Benefits throughout your copy, wherever it fits into the concept-conveying language and rhythm of the piece.  If you need to, write them as they are, then go back and translate them into the LOC, fine.  Just don't forget to translate them later.  The key is to keep them part of the story – not an afterthought or rigidly formatted middle paragraph. 

If the product’s your Prospect’s hero – tell them why it belongs as part of the story.  Easily digestible.  Unable to distinguish as “ad b.s.”  Not a clue “the sell is coming.”