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Whenever you read copy written by someone other than a copywriter, chances are it will scream Features! Features! Features! You might argue that features are a very splendid thing indeed and, therefore, 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.
Tracey Dooley, CopyWriter | Editor | Proofreader
Would you like some help in developing or sprucing up your benefits or USP? I would be glad to help or act as a facilitator for you and your team… Just let me know:
(Why struggle needlessly when you can get expert affordable mentoring and have fun attracting clients easily?)
(C) 2008-16 T Dooley, All Rights Reserved
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