4 Types Of Benefits That Will Turbo Charge Your Copy & Swoon Your Prospects

Ken Reid
6 min readAug 26, 2021
Photo by Brooke Lark on Unsplash

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.



Ken Reid

Marketing Director & Storyteller | I’m not a dreamer, my brain just vacations in the future.