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    In today’s world of business communication, benefit language plays a key role. It is not just a marketing or sales technique, but a way of expression that focuses on presenting the value and benefits of a product, service or idea to the customer. Unlike feature description, which focuses on technical details, benefit language emphasizes how a product or service can benefit the customer. In the post, I will present the essence of benefit language, its applications in various fields and the most common mistakes made when using it.

    How to use benefit language in sales campaigns

    Language Benefits: definition and application

    Benefit language is a way of communication that emphasizes showing the benefits that a product or service will bring to the customer. Instead of describing technical details or features, it focuses on how the product can positively impact the customer’s life or business. It is a tool commonly used in marketing and sales, where the main goal is to convince the customer to buy by demonstrating how the product will meet their needs, solve their problems or benefit them. Benefit language builds an emotional connection with the customer by emphasizing why a product is valuable to them.

    Effective use of Benefit Language

    To use benefit language effectively, you must first understand the needs and desires of your customers. Every offer should be personalized to precisely address these needs. For example, if a customer is looking for a solution that saves on heating costs, the offer should focus on the benefits of the product in that context.

    What are the benefits?

    Benefit language allows you to build customer engagement by focusing on their needs and desires. By focusing on the benefits that your product or service will bring to the customer, you can effectively increase the effectiveness of your communication and sales. It is also a way to build customer trust and loyalty by showing that the company cares about their needs and strives to meet them.

    What phrases are clicking?

    What phrases convert, that is, encourage message recipients to click on your ad. Converting phrases are a key element of an effective marketing strategy, as they can prompt recipients to take a desired action, such as buying, registering or exploring information about an offer. Their proper use can significantly increase the effectiveness of communications and contribute to achieving business goals.

    1. Free trial period“: Offering a free trial period or free access to a product or service encourages recipients to try the offering without financial risk. It’s an encouraging phrase that builds trust and increases the chance of convincing a customer to buy after the trial period.
    2. Recent items“: Information about the limited availability of a product or service can stimulate a sense of urgency in recipients, which in turn increases the likelihood of conversion. Recipients may rush to take advantage of the offer before it runs out.
    3. Satisfaction or money-back guarantee“: This phrase assures recipients that they are not risking anything by deciding to buy. A satisfaction or money-back guarantee builds trust and reduces the anxiety associated with purchasing decisions.
    4. Special offer for you“: Personalizing the message by using the words “for you” or “special offer” can make the recipient feel appreciated and more inclined to take action. This expression builds rapport and strengthens customer engagement.
    5. Limited number of seats available“: Similar to “last pieces”, information about the limited availability of seats or opportunities can create a sense of urgency in the audience and prompt them to make an immediate decision.

    How to use Benefit Language in practice?

    1. Understand the customer’s needs: Before creating text based on benefit language, it is important to understand what your customers need and what problems they want solved. Based on this, you can tailor your communications to indicate specific benefits to the customer.
    2. Fact-based promises: It is important that the promises in your benefit-based text are solidly supported by facts and concrete information. It’s not enough to promise the customer benefits – you need to prove why they are worth believing.
    3. Focus on emotions: Emotions play a key role in the buying decision process. Therefore, it is important that your text evokes emotions and relates to the needs and desires of the customer.
    4. Tribute – advantage – benefit: The value of a product to a customer is best demonstrated by showing how its features translate into specific benefits. Therefore, when describing a product, it is a good idea to focus on presenting the benefits the customer will gain from using it.
    5. Focus on core values: The value of a product to a customer is best shown by focusing on its most important values. Do not convey too much information at once, but focus on the product or service’s strongest points.

    Example of the application of the Language of Benefits

    Benefit language is used in various fields and industries. Whether you are selling a physical product, a service or promoting ideas, the skillful use of benefit language can significantly increase the effectiveness of your communications.

    For example, in the context of selling a vacuum cleaner, instead of describing features like a 2,000-watt motor or three different vacuum attachments, it is useful to focus on the benefits this product will bring to the customer. It can be emphasized that with this vacuum cleaner, the house will always be clean and fresh, and the powerful motor will effectively remove dust and allergens, which is important for allergy sufferers. In addition, various tips will make it easier to reach hard-to-reach places, which will save the customer time and effort.

    Similarly, when promoting a collection of denim pants, it’s worth focusing on the benefits that a customer’s choice from this collection will bring. It’s not just about the variety of cuts and colors, but also about the comfort and convenience of the wearer, as well as the quality of the materials from which the pants are made.

    Frequent mistakes in applying the Language of Benefits

    Despite its effectiveness, benefit language can also be a source of mistakes in business communication. One common mistake is overly pushy and artificial messages, which can irritate potential customers. Communicating unrealistic promises can also discourage customers and reduce brand credibility. Another mistake is not tailoring the message to the needs and moods of the recipient. It is worth remembering that effective communication requires understanding the customer and tailoring the message to their expectations and needs.

    An erroneous approach to the use of benefit language would be to use the following phrases for a shade palette for young women:

    • Our palette offers will make you feel 10 years younger – a mismatch for the target audience.
    • Purchase our shadow palette to perform perfect makeup like Rihanna every time – this is not an actual promise that can be fulfilled 

    Benefit language that focuses on customization for the target group can be presented like this: 

    • With our eyeshadow palette, you can easily achieve a variety of makeup effects, no matter the occasion! 
    • Our palette offers a wide selection of shades, allowing you to experiment with different styles and match your makeup to your mood! 
    • Our pigmented shadows are easy to apply, so even beginners in makeup can achieve professional results. 
    • The compact size of the palette makes it ideal for travel, ensuring you can keep your look fresh and stylish on the way to work, school or a night out. 
    • Discover our palette and highlight your beauty in a simple and glamorous way!


    Summary, benefit language is a key tool for companies to effectively communicate with customers and increase sales. By focusing on a product’s values and benefits, you can build customer engagement and create lasting relationships with customers. However, to gain customer trust, it is essential to back up promises with concrete facts and evidence. The key to effective use of benefit language is to understand the needs and desires of customers, personalize the offer and avoid pushiness and artificiality. Using this strategy can significantly increase the effectiveness of marketing and sales efforts, capturing customers’ attention and encouraging them to buy. In the area of copywriting, the ability to choose words plays a key role, as this is what determines whether the text will be able to interest the reader enough to make him want to learn more about the product or service offered. It should also not be forgotten that the goal of copywriting is to make the recipient buy or interact with the company.

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    Daria Wawrzyniak
    Daria Wawrzyniak