Good morning, and welcome back to Marketing Qualified. Let’s dive straight into this week’s topics…
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When to lead with features over benefits. The 5 times it’s okay to focus on features in your B2B ads. (Including real examples)
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Your landing page’s most important job. The one thing you can’t skip.
👌 When to lead with features over benefits.
You’ve heard us say it a million times in this newsletter: “Sell benefits, not features.”
And while that’s usually solid advice, there are a few exceptions to the rule. Occasionally, features deserve the spotlight in your B2B ads.
Here are 5 scenarios where leading with features actually makes the most sense:
#1 – When your audience already knows their problem.
If you’re targeting solution-aware audiences or warm prospects, they’re already sold on the benefits. They just need to know if your product can deliver.
#2 – When tangible messaging hits harder.
Sometimes, pragmatic audiences (like engineers or IT professionals) value straightforward, feature-focused messaging over what they perceive to be fluff.
#3 – When the feature sets you apart.
Have a feature that your competitors can’t touch? Highlight it! Differentiators are key for standing out in competitive markets.
#4 – When usability is king.
Sometimes, it’s not just about the outcome. It’s about how easy or powerful a feature is to use. If your feature simplifies a tedious process, let your audience know.
#5 – When the feature solves a major pain point.
If a specific feature directly addresses a pain point your audience struggles with, don’t bury it in a benefits statement.
How to present your features.
Looking for creative ways to present your features in ads? The team at Adfolio put together some helpful examples:
Metaphor or analogy
Use a concept people are already familiar with to introduce multiple features.
Vertical list
Stack your features in a vertical list so they’re easy to scan.
Horizontal list
List your key features in one sentence.
Feature + visual
Show your feature in action using a user interface example or product shot.
Benefit + capability
Introduce your feature through its direct benefit and/or capability.
📰 In the news this week.
🏴☠️ The ad-supported piracy ring driving 1B+ monthly visits.
📣 What’s the difference between creators and influencers on LinkedIn?
🤝 How to do PR: the ultimate guide.
☁️ What is Bluesky, and should your business be on it?
🔍 How to do more with less in SEO.
✅ Your landing page’s most important job.
Your landing page’s #1 job isn’t to wow visitors with a flashy design or impress them with clever copy.
It’s clarity—pure and simple.
If someone can’t understand what you’re offering within a few seconds of landing on your page, they’ll bounce. Fast.
Your landing page should answer three questions immediately:
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What is this? (Explain your product or offer in plain language.)
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Who is this for? (Make it clear who benefits most.)
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What should I do next? (Use a clear CTA.)
Focus on these basics, and you’ll keep visitors engaged long enough to take action.
Skip them, and your landing page will fail its most important test: making people care.
😂 Marketing meme of the week.
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