MarketingMoment

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If you read copy written by someone other than a copywriter, chances are it will scream Features! Features! Features! OK, features are a very good thing indeed and, yes, readers do need to know about them. But not all of them. And NOT right up front.

Instead, you need to do what every good copywriter 
MUST do in order to educate or make the sale: turn features into benefits, and put those benefits at the beginning of your copy.

These benefits must be tied into your readers’ desires, needs and wants. So, when you solve your readers’ problems, they’ll go looking for the features — meaning they WILL bother to read the rest of your marketing message.

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