Benefits – in marketing jargon – refers to why a product or feature is good.

Benefits statements are cooked up by marketers to persuade people to buy.

Example benefits (in bold)

• Be safer in an accident with airbags.

• Turn on auto-saving with your bank to reach your savings goals without thinking.

Problems with benefits

• Benefits inflation: marketers inflate benefits to make a product sound better. Doing so can make marketing sound unbelievable and untrustworthy.

• Benefit stuffing: listing too many benefits on a webpage or advertisement or listening a benefit for every tiny detail of a product makes marketing materials feel too ‘salesy’.