When to emphasise features rather than benefits

While it is true that “stress benefits rather than features” is one of the oldest (and most sacrosanct) rules for writing persuasive copy that sells product and services, there are several circumstances in which emphasising features may often work best. Continue reading “When to emphasise features rather than benefits”

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How to write benefits-oriented copy

“Stress benefits rather than features” is one of the oldest rules for writing persuasive copy that sells products and services. But doing so is sometimes easier said than done. Here is a simple method … the “so-that” trick … you can use to take your audience from features to benefits. Continue reading “How to write benefits-oriented copy”

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The eight (8) ingredients of persuasive writing

Persuasive writing is the art of creating copy that induces readers to take a particular course of action … such as buying a product or service, signing up for a newsletter, altering their behaviour, changing their opinion, voting, and so on. But how do you write persuasively? Continue reading “The eight (8) ingredients of persuasive writing”

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