Your marketing copywriting should focus on benefits rather than features, right? But how do you figure out the benefits? This copywriting tutorial shows you how a professional copywriter (me) does it. This presentation is lesson 1 of a free copywriting course. Just three tips that will definitely improve your copywriting. Sign up here: http://copywritematters.com/free-copywriting-course/ Don't forget to check out The Copy Detective blog where you can read more copywriting tips. When you subscribe you get a copy of my ultimate copywriting cheatsheet with 20 incredible copywriting tips that will transform the way you write about your business. For free. For reals. http://www.copywritematters.com.au/blog

1. How to
uncover
benefits that
really matter
to customers

2. This is #1 of a FREE
copywriting course.
3 tips that will improve
the way you write
Sign up here

3. Lesson1: Benefits VS Features
How to uncover the benefits that
really matter to your customers

4. BENEFITS VS FEATURES

5. Features
A fact that describes what it has or does
Advantages
What I can do with it or why it’s needed
Benefits
What I gain or how my life gets better

6. Don’t tell customers
what a widget does.
Tell them how it will
improve their life!

7. So
what?

8. MOTIVATION

9. People don’t buy products.
They buy solutions to
problems or to satisfy a
motive.

10. Why people buy – Bob Bly
 To be liked
 To be appreciated
 To be right
 To feel important
 To make money
 To save money
 To save time
 To make work easier
 To be secure
 To be attractive
 To be sexy
 To be comfortable
 To be distinctive
 To be happy
 To have fun
 To gain knowledge
 To be healthy
 To gratify curiosity
 For convenience
 Out of fear
 Out of greed
 Out of guilt

11. So
what?

12. So what?
Makes working safer.

13. So
what?

14. So
what?
Gives you more
time for FUN

15. The more meaningful the
benefits the stronger the
sell
Keep going until you get
benefits that
matter

16. So
what?

17. So
what?
More sales!

18. Sell with benefits.
Support with features.

19. Want to learn more
professional
copywriting tips?
Find out about my next
Copywriting Master Class

20. /copywritematters
@copywritemattrs
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