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The #1 mistake copywriters make when selling the benefits
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Yo yo Reader, Wanna know the top-secret way to make money? This is the same method the illumanti uses to sell their ideas to Hollywood… Okay, maybe not. Or maybe it is…? Okay enough waffle. If you've been learning about copywriting for at least 10 minutes, you've probably heard "Sell the benefits, not the features!" And if you haven't heard of it before, well now you have. It's a good thing to do when you write copy. But even when you do that, your copy might not convert readers into buyers. "Well how can that be? I did what all the gurus and books told me to do!" You see, when people "sell the benefits," they usually just list out every single benefit they can think of. Which is, again, a good thing. But when you do that and readers don't convert into buyers, it usually comes down to one thing: the relevancy. When you highlight the benefits, focus on the benefits that are relevant to your audience. Let's say I'm selling a kids toy to new parents. And I can go on all day about how this toy is easy to clean, easy to use, doesn't break easily, etc etc. Yeah they're all useful benefits, but they probably aren't the parents' main concern. They're looking for toys that will make their kid happy. They might be looking to get a toy to keep their kid busy so that they can take a break from managing him 24/7. Remember, you're not selling the toy to kids. You're selling the toy to parents. You need to highlight the benefits that are relevant to your audience's pains and desires. This is why you need to research your audience. And don't half-ass your research either. Aim to understand your audience more than they understand themselves. I'll drop a newsletter soon on some best practices to research your audience (and how you can use ChatGPT to save a ton of time). Stay tuned for that. And to wrap things up… Keep your copy relevant to your audience. Enjoy your day, amigo. – Kyle P.S. – If you haven't seen it already, I dropped a thread on Twitter that will teach you more about copywriting than a $2,997 course. You can check it out here: https://x.com/write2convert/status/1876656822129476070 |
The Mind and Motion Letter
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