In "The Copywriter's Handbook," Robert W. Bly emphasizes the importance of transforming product features into customer benefits. Copywriters must not only list what a product does but also articulate how it improves the customer’s life or solves their problems. This approach creates a compelling narrative that resonates with potential buyers, motivating them to make a purchase.

Bly argues that effective copywriting involves understanding the audience's needs and desires. By presenting features as benefits, copywriters can connect more deeply with readers, highlighting the value of the product in a relatable manner. This technique ultimately leads to increased sales and customer satisfaction.