Features vs. Benefits (Diet Coke)

People don’t want to buy a nail. They want to buy a sturdy place to hang their family picture on the wall.

Persuasive copy needs to include the physical characteristics of the product (AKA features). But more importantly, it must show why those features are important to the buyer’s life (AKA benefits).

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Arrow Mockup Pool Ad

I learned a lot about pools from this simple Instagram Ad. The combo of showing an unfinished pool without water then highlighting (with text and arrows) the different parts of …