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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Re-working copy

Re-working the copy on a page is important from time to time.

You may spot things your didn’t like, or can improve, or can give better analogies for….ultimately making the …