Emphasize Benefits,Not Features

You show him how the extra-large face will tell him the time at a glance. No sir! He won’t have to squint and look foolish to everyone around him trying to read this magnificent timepiece.

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Advertising,benefits

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What are features? They are descriptions of what qualities a product possesses.

· The XYZ car delivers 55 miles per gallon in the city.

· Our ladder’s frame is made from a lightweight durable steel alloy.

· Our glue is protected by a patent.

And what are benefits? They are what those features mean to your prospects.

· You’ll save money on gas and cut down on environmental pollutants when you use our energy saving high-performance hybrid car. Plus, you’ll feel the extra oomph when you’re passing cars, courtesy of the efficient electric motor, which they don’t have!

· Lightweight durable steel-alloy frame means you’ll be able to take it with you with ease, and use it in places most other ladders can’t go, while still supporting up to 800 pounds. No more backaches lugging around that heavy ladder. And it’ll last for 150 years, so you’ll never need to buy another ladder again!

· Patent-protected glue ensures you can use it on wood, plastic, metal, ceramic, glass, and tile…without messy cleanup and without ever having to re-glue it again—guaranteed!

If you were selling an expensive watch, you wouldn’t tell your reader that the face is 2 inches in diameter and the band is made of leather.

You show him how the extra-large face will tell him the time at a glance. No sir! He won’t have to squint and look foolish to everyone around him trying to read this magnificent timepiece. And how about the way he’ll project success and charisma when he wears the beautiful gold watch with its handcrafted custom leather band? How his lover will find him irresistible when he’s all dressed up to go out, wearing the watch. Or how the watch’s status and beauty will attract the ladies.

The point is to address the benefits of the product, not its features. And when you do that, you’re focusing on your reader and his interests, his desires. The trick is to highlight those specific benefits (and word them correctly) that push your reader’s emotional hot buttons.

Features Of A Good Ergonomic Chair

Using ergonomic chairs in the workplace is more important now than it was before. The human body is not designed to sit for hours at an end in front of a desk, and yet more and more people find themselves chained to a desk, working in front of a computer most of the time. Sitting for long, continuous hours puts a lot of strain on the muscles and eventually causes the body to sustain occupational injuries.

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ergonomic chairs

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Using ergonomic chairs in the workplace is more important now than it was before. The human body is not designed to sit for hours at an end in front of a desk, and yet more and more people find themselves chained to a desk, working in front of a computer most of the time. Sitting for long, continuous hours puts a lot of strain on the muscles and eventually causes the body to sustain occupational injuries. Using an ergonomic chair at least minimizes the strain that the body experiences while sitting for extended periods in front of a desk.

Not all ergonomic chairs, however, are true ergonomic chairs. Some manufacturers call their products ergonomic chairs in order to capture a market that is so in need of relief from pain caused by strain on the lower back, on the neck, on the arms, on the legs and on the shoulders. A real ergonomic chair is designed to minimize this pain.

How can you tell if an ergonomic chair is really an ergonomic chair? A true ergonomic chair has the following features:

1. Seat height. An ergonomic chair should be fitted with a mechanism that will allow you to adjust its height while you are sitting on it. If your knees are level and your feet are planted firmly on the floor without the use of a foot rest while you are sitting on the ergonomic chair, it means that its height is right for you. Also, you should be able to reach the adjusting mechanism of the seat and operate it even if you are sitting on it.

2. Foot rest. Most ergonomic chairs do not require a foot rest. If the height of the chair can be adjusted easily and allow you to plant your feet firmly on the ground while you are seated, then a foot rest is not necessary. However, if your table is too high in relation to your chair and if having your feet flat on the floor means you have to strain your arms, then a foot rest is needed so you could rest your feet comfortably and without added strain to your legs.

3. Seat pan. The seat pan of your ergonomic chair should be wide enough to fit your hips and thighs without pinching you in any way. It should also be contoured so your weight could be distributed evenly on it. In addition, the seat pan should be long enough to fit your legs. If it is too long, it will hit the back of your knees and prevent you from leaning back comfortably. A good ergonomic chair has a waterfall front. It would also help if it has a seat slider that would ensure that the seat pan is just right for you.

4. Seat cushioning. The cushioning of an ergonomic chair should be sufficient for it not to be deformed after you have been using it for a while. If the cushioning is not enough, the seat of the chair can get deformed permanently and it would become uncomfortable for you to sit on after a while. Later on, it will just lead you to experience pain on your back and thighs. In addition, you should choose seat covers that breathe freely and are easy to clean. Such seat covers will not feel hot and uncomfortable against your thighs after sitting on the chair for so long. Easy to clean seat covers also mean that it will not be breeding ground for dust mites.

5. Back support. The back rest of a good ergonomic chair should be adjustable to fit the curve of your lower back so that it could provide you with lumbar support. This is very important, especially if you will not be the exclusive user of the chair. Moreover, the back rest should be wide and tall enough to support your mid-back and your upper back as well. Another important characteristic of an ergonomic chair is that it allows you to lean back comfortably without leaving the curve of your back.

6. Armrests. The armrests of a good ergonomic chair should be contoured to fit the arms, broad enough to provide ample support, and can be adjusted upward and downward as well as inward or outward. Another thing is that the armrests of the ergonomic chair should let the arms and elbows rest naturally, without making you lean forward or lifting your shoulders.

7. Pedestal base. If mobility in your chair is essential to your work, then you should get an ergonomic chair that has a five pedestal base with casters that can let you glide easily over the floor. A five pedestal base will also provide enough balance so that the chair will not tip over when you lean back.

Always look for these features when looking for an ergonomic chair for your home or your office. They will prevent your body from incurring injuries brought about by continuous strain to the muscles.