Experienced copywriters turn those features into customer

Experienced copywriters turn those features into customer benefits: reasons why the reader should buy the product.

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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...

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Experienced copywriters turn those features into customer benefits: reasons why the reader should buy the product.

the words in your copy should be like the windows in a storefront. The reader should be able to see right through them and see the product.

In their pamphlet "Why Don't Those Salespeople Sell," Learning Dynamics Incorporated, a sales training firm, cites poor ability to present benefits as one of ten reasons why salespeople fail to make...

To sell, your copy must get attention . . . hook the reader's interest . . . create a desire for the product . . . prove the product's superiority . . . and ask for action.

Instead of creating aesthetically pleasing prose, you have to dig into a product or service, uncover the reasons why consumers would want to buy the product, and present those sales arguments in copy...

Of course, I have never agreed that creativity is the great contribution of the advertising agency, and a look through the pages of the business magazines should dramatize my contention that much...

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