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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