How To Highlight Product Features To Attract Customers

Updated October 18, 2022

When advertising a product, being able to describe it accurately and discuss why it's unique from other products on the market is important for compelling customers to make a purchase. Customers rely on accurate descriptions of products to make informed purchases and set reasonable expectations about the items they receive. Knowing how to discuss product features in an accurate and persuasive manner can help you craft anything from product descriptions on websites to copy for advertisements.

In this article, we explain the importance of emphasizing a product's features and discuss how to highlight product features when promoting it to consumers.

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What are product features?

Product features are the functions or characteristics of a product that often serve a particular purpose for the user. During the process of designing a product, businesses incorporate features that enhance the product's value and make it more appealing to the customer. Product features include how the product works or looks, encompassing all of its specifications and capabilities. Here are some examples of product features:

  • Internal pockets on a winter jacket

  • Heated seats on a car

  • Bluetooth connectivity on a speaker

  • The sleek appearance of a watch

Related: Features vs. Benefits: What's the Difference?

How to highlight product features

Emphasizing key features when discussing the product ensures that customers understand the most attractive characteristics of the item. Here are several steps you can take to accentuate product features on a website, product description or advertisement:

1. Define your unique selling proposition

Start by identifying what makes the product unique and different from competitors. Understanding what attracts consumers to the product can help you determine the best strategy for highlighting that product's specific features. While it's important to provide a comprehensive overview of all the product's characteristics, knowing your unique selling proposition can help you start with the features that your target audience is most interested in and wants to learn more about.

Related: What Is a Unique Selling Proposition? Definition (With Examples)

2. Create a features section

When writing about a product on a website, add a separate section that lists the features in a clear, scannable way. Including a bulleted list of specifications and features that are separate from the product description can make the page more readable and provide consumers with a quick, convenient method to find facts about the product. If a customer simply wants to educate themselves about the product or learn a particular fact, being able to access details about product features in a simple list format can encourage them to continue browsing the site.

3. Rank your top features

Decide which features are most important and mention those characteristics first when discussing the products or making a list. By ranking each product's features, you can more clearly understand which ones to highlight and which ones to mention in a complementary manner. You can consider conducting market research to learn which features are more exciting to your audience and list those first, then include the other features later in the description.

Related: Product Benefits: Different Types and How To Identify Them

4. Discuss outcomes

Mention the results and outcomes that consumers can achieve by using the product features. Talking about the purpose of the features and their functions helps customers envision how they may use the product as part of their daily life. This highlights the usability and practical value of the product features, encouraging customers to try the features for themselves and enjoy the positive outcomes in their own lives.

Related: What Is Product Differentiation? Types and Examples

5. Use quality images

Many people are visual learners, making images a highly effective method for explaining a product's features. Incorporate images into your promotional materials to highlight the appearance of a product and demonstrate how each feature looks on the real product. Having high-quality pictures, videos and 3D models can provide users with a more in-depth understanding of the product and make them feel more comfortable making a purchase. This is especially true when they're buying a product online and don't have a chance to see the product before they decide to but it.

Related: Types of Consumer Products: List and Examples

6. Add testimonials

Incorporate reviews and other testimonials from real users who can vouch for the product's features to highlight their quality and show that they have practical applications for real users. You can do this by including featured quotes from real users or having a prominent review section where users can submit their own comments and photos of the products. Having testimonials builds confidence that the information you include about the product features accurately highlights its true functions and characteristics.

7. Consider your audience

Think about your target market and what kind of advertising methods they find to be the most persuasive. Each demographic and audience may have its own preferences for how they want to learn about a product's features, so it's important to conduct research on what type of messaging and advertising is most effective for your customer segments. Create customer personas and profiles and adapt your copywriting style to match the voice and taste of your key consumers.

8. Incorporate descriptive language

Use accurate, powerful adjectives that help customers envision each detail of the product's features. Even when you have photographs available, using descriptive language can help you explain other aspects of the product and add extra value to the product description. Include numbers and measurements to explain the exact specifications of physical features or the extent of the product's performance. You can also create a narrative to tell a story about the product for a more creative approach to highlighting certain features.

9. Offer how-tos and guides

When releasing a new product, consider providing articles, newsletters or blog posts that share in-depth information on certain product features. Detailed how-tos and guides can be a valuable tool for current customers that highlight features from a new perspective. They provide valuable education for your users and can attract attention from future customers who want to learn more about similar products.

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Tips for highlighting product features

Here are a few additional tips for highlighting product features:

  • Select key products: When advertising, focus on a few key features throughout your entire product line you want to emphasize and make them a central part of your advertising campaign instead of specifically focusing on the product itself.

  • Use your home page: Make your website home page a central location for showcasing product features and directing users to specific product pages.

  • Cross-reference other products: If you have multiple products that offer the same feature, cross-reference them in product descriptions so customers can easily access products that have capabilities they already enjoy.

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