How To Writing Compelling Copy Lesson #5-Stress Benefits Not Features

Posted on 19. Jun, 2013 by in Blog, copywriting, Marketing

Compelling Copy - Stress Benefits Not Features
Stress Benefits not Features and Make an Offer They Can’t Refuse

Review the Previous Lessons 1 here, 2 here, 3 here and 4 here

Beginner copywriters all struggle with identifying and describing features and benefits. Most writers stress features and not benefits and wonder why they never make a sale. If you were to ask a successful copywriter what their number one rule is when writing a sales letter and they will say ‘stress benefits not features’. In other words identify the benefit that each feature of a product or service provides.

Why you might ask… because a benefit is what will prompt the purchase.

Identifying benefits over features seems simple to do but it’s often tough to do in practice. So how do you find the benefits of a product or service?  Here is a four-step process that successful copywriters use to do just that:


  1. Make a list of every feature of your product or service.
  2. Ask yourself why each feature is included in the first place
  3. Take the ‘why’ and ask ‘how’ does this connect with the prospect’s desires, wants and problems?
  4. Get to the core of what’s in it for the prospect at an emotional level. Feel their pain, their frustrations and their problems.


We are not as logical we’d like to think we are. Most of our decisions are based on emotional motivations which we then justify with logic. Sell them the benefits to create the desire and use features to support them. Play on their emotions, then dangle the carrot so that they have no other choice but to click on the Buy Now button Kaching.

After you have persuaded your readers to connect with the benefits of your features, the next step is to have an offer that they can’t refuse.

Creating irresistible offers means telling a story that people want to hear. You must then live the story and fulfil the offer. As you tell your story, weave emotions through it, tell them their problems and give them solutions. Communicate the value your readers will get out of your product or service. Make it stand out from the crowd. Make it irresistible.
 

In Lesson 6 we will discuss Guarantees and what you should do every time.
 

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