Updated: August 10, 2023
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’.