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CopywritingTip: Give your copy the 3-point benefit test
Copywriters tell you to base your copywriting on benefits. Here’s how to do it.
When I was first learning about copywriting, I had trouble with the concept of “benefit.” A benefit represents a promise to your audience — a promise to change their lives for the better.
Like many newbies, I sought advice from more experienced marketers. One of them nearly scared me off copywriting forever.
“Benefits can be summed up in 3 words,” she said. “Better, faster and cheaper.” And of course, you have variations: “Get more cheaper.” Or, “Get better faster.”
Well, that marketer has disappeared from the online marketing scene. I went on to learn better ways of copywriting.
Here are 3 guidelines for using benefits to create more persuasive copy.
(1) Focus on your prospect’s symptoms — not problems.
Here’s the key question: What do prospects say when they call you? Why are they reaching out for help?”
Examples might be:
“I run a business with employees. It’s hard to keep hem motivated.”
