4 Types Of Benefits That Will Turbo Charge Your Copy & Swoon Your Prospects
I believed the lie most copywriters are told.
The lie goes, great copywriting emphasizes benefits over features. If you don’t know the difference between the two, you’re a lousy copywriter.
If your copywriting is primarily infused with benefits, it‘s a sure sign you’re an amateur.
Here’s how I discovered my amateurism about a year ago…
I wrote a few sales pages for a metal building construction company. After interviewing the business owner and doing some research of my own, I had the benefits of building with metal vs. wood or brick memorized:
- Metal is termite-proof.
- It’s faster to construct.
- It’s cheaper to construct.
- It won’t burn down in a fire.
- And so on
The problem? These benefits were never going to convince anyone to buy a metal building because the prospects landing on this sales page already knew they wanted to build with metal. That’s why they landed n the page. They didn’t need to be convinced.
When I sent the content to the owner for revisions, he caught this right away.
