Emphasize Benefits,Not Features
What are features? They are descriptions of what qualities an item possesses.
The XYZ automobile delivers 55 miles per gallon in the city.
Our ladder’s frame is produced from a lightweight tough steel alloy.
Our glue is protected by a patent.
And what are benefits? They’re what these attributes imply to your prospects.
You’ll save money on gas and cut down on environmental pollutants if you use our energy saving high-performance hybrid car. Plus, you’ll really feel the extra oomph when you’re passing vehicles, courtesy in the effective electric motor, which they don’t have!
Lightweight tough steel-alloy frame signifies you’ll be able to take it with you with ease, and use it in locations most other ladders can’t go, although nevertheless supporting as much as 800 pounds. No far more backaches lugging around that heavy ladder. And it’ll final for 150 years, so you’ll never require to get yet another ladder once again!
Patent-protected glue ensures you are able to use it on wood, plastic, metal, ceramic, glass, and tilewithout messy cleanup and with out ever getting to re-glue it againguaranteed!
In the event you were promoting an expensive watch, you wouldn’t inform your reader that the face is 2 inches in diameter along with the band is created of leather.
You show him how the extra-large face will tell him the time at a glance. No sir! He won’t have to squint and look foolish to everyone about him looking to read this magnificent timepiece. And how in regards to the way he’ll project good results and charisma when he wears the beautiful gold watch with its handcrafted custom leather band? How his lover will find him irresistible when he’s all dressed as much as go out, wearing the watch. Or how the watch’s status and beauty will attract the ladies.
The point is to address the benefits in the item, not its features. And whenever you do that, you’re focusing on your reader and his interests, his desires. The trick will be to highlight those precise positive aspects (and word them properly) that push your reader’s emotional hot buttons.
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