Lesson 2: How to Turn Features into Highly-Desirable Benefits

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Transcript

Now it's time to take a closer look at the features and benefits. As they are the foundation of your sales copy your headline and your body text. The very first thing to do is to shift your point of view and step into your potential buyers shoes. That way you get a better understanding of what they need and what they want. Many copywriters use the sowhat technique. Basically what you do is you take the top features and ask the so what question for each of them.

And your answers will give you the benefits. To make your copy more relevant and interesting for your readers, turn the features into benefits and tell your readers directly what's in it for them. That is the question your copy must answer the Also some other questions you can use, which help you define the actual purpose of your copy. For instance, how does this help me? How does it make my life better? Which problem does this product or service solve?

Why do I need it? And why should I care? Remember this, make your sales copy more about your reader and not you So focus on them and not yourself. There's one great technique to test this. Whenever you use the words we are also hours trying rephrasing those sentences with you and yours and see what happens your copying becomes immediately much more engaging for the reader.

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