The language of benefits, or how to talk to sell
E-commerce
9 August 2025
Modern marketing is a collection of increasingly modern sales techniques and a thriving industry. Of huge importance in generating sales is how you communicate content to your audience. Reliable benefit language helps with this. What is it, where should it be used and what benefits does it bring? Find out and benefit from its possibilities!
Benefit language - what is it?
Benefit language is a way of using words that can be used both verbally and in writing. It is used in commerce to present what benefits a product or service brings to the customer. The technique focuses on telling the story not of what something is, but what it gives the user through its features.
How to speak the language of benefits?
How do you speak the language of benefits when you are a salesperson? How do you write when you are a copywriter? It is worth focusing on not just using adjectives alone. It is not enough to communicate to the consumer that something is good or great. Each feature of the goods must carry a specific benefit for the user. For example, shipping with InPost is fast, so the customer immediately knows that the parcel will not take long to deliver.
To do this, it is always worth considering what the customer expects from a product or service and proving to them that you are able to achieve this. It is important to know what interests consumers and what does not. The technological parameters of devices are not important to the average user. Instead, he wants to know what he will achieve with them. Will he be able to play a game for hours without charging the phone, or will he be able to take spectacular photos during concerts? This is what you need to tell him.
Where can the language of benefits be used?
There are plenty of places to use this technique. The first of these are online shops, where product descriptions play a hugely important role. In addition to this, the language of benefits is used in customer service, which is applicable, for example, in stationary boutiques. When a customer is looking for a new T-shirt, the salesperson has to explain the benefits of choosing a model made from a particular material or how many styles the design will fit with.
Benefit language in telephone sales works similarly. In this case, you need to quickly win the caller's attention so that they can see the product and the advantages associated with it through their eyes. In addition to this, the technique of persuasion proves useful outside of marketing and helps in the preparation of, for example, CVs and cover letters, as well as in telling people about yourself and your skills during a job interview. 
Beneficial language - influencing the emotions of the interlocutor
Whether speaking benefit language in a sales conversation or in everyday life, emotions are important. Speech is supposed to influence the consumer and heighten his or her sense of need. This is why it is not uncommon for adverts to refer to strong emotions such as emotion or love. It is also common for product descriptions to evoke negative emotions and suggest ways of getting rid of them.
Why is benefit language so often used in marketing?
Benefit language in marketing is a very popular phenomenon for the reason that it works. Customers succumb to efficiently constructed descriptions or salespeople talking fluently about products. This is a much more effective way of selling than, for example, simply presenting the technical details of goods (dimensions, materials, functions). The more competition there is in the market, the more entrepreneurs pay attention to how to advertise their services. Benefit language in sales arouses in consumers the need to buy. It even works in restaurants, when after a hearty lunch you don't feel like eating anything, but the waiter tells you so well about a delicious dessert that you order it anyway.
The language of gain and the language of loss - what are they?
Benefit speech is not everything. Right next to it is the complementary language of loss. This technique consists of communicating to the customer during the product presentation what he or she will lose if he or she does not take advantage of a certain offer or does not buy a certain product. It is useful, for example, to refer to a competitor who has the same product in their range, but it does not come with additional gadgets or a shorter guarantee. Remember to keep your messages truthful and about the principles of healthy competition.
The language of loss is used during promotions. You can tell your customer that if he buys something right now, he will get it at a lower price. If he waits until tomorrow, he will lose the chance of a discount. This causes the desire to own to increase and the consumer is anxious to take advantage of the offer. 
Benefit versus product feature - how do you distinguish between them?
In order to learn how to write in the language of benefits, it is necessary to distinguish between aspects such as product advantages and features. The latter are what every good has. It can be large, packable, colourful or soft. The benefits flow from these adjectives and it is on these that the sales person or sales text writer focuses.
If the backpack is packable, which is a feature, it is worth telling the customer that this will allow them to take more things on their next holiday. If the jumper is soft, it means that it stands out and does not irritate the skin, allowing it to stay warm and comfortable. It is also worth bearing in mind the distinction that the feature is only attributed to the product, with the owner reaping the benefits.
The role of storytelling in benefit language
Benefit language is not only about sales phrases, but also about storytelling skills. It complements both salespeople's conversations with potential customers and product descriptions in online shops. Translated from English, the term means storytelling and that is exactly what it is.
This is perfectly observed in television commercials. It is not uncommon to see a happy family going on a trip, packing their luggage and then relaxing. In fact, the idea is to present a modern car and link it to being associated with a happy family story.
Product descriptions should include interesting facts or stories about the product or how it can be used. For example, you could include the story of how the creator came up with the idea for the product or describe a situation in which the product plays a role. Storytelling influences brand awareness among the audience.
Where does benefit language occur? In the bank, the shop, social media and many other places. The key is to use it efficiently and act on the reader. Telling customers about benefits is the basis of communication both online and when they visit a shop. In practice, audiences do not always know about an item, but when they read a message about the safety and effectiveness it brings, they immediately pursue their need to own it. A good message translates into sales value.
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