Thread by @GrammarHippy

Copywriting gurus are lying to you.

They say “use benefits not features”.

They are WRONG.
And because of their dusty by-the-book-techniques…

Your conversion rates suffer.

>>> A Thread 🧵 <<

This is not a click bait.
I mean it.

They’re wrong.
Let me explain why.
But before…

Let’s understand what features are…

And what benefits are…

Simply put:

Features

A list of things that are part of your product or service.

For example:

My service is copywriting.

Features:

• I write quickly
• I write persuasively
• I know how to do research

Those are benefits.
And…

Benefits

How the product or service affects the customer.

But…
How do you come up with a list of benefits?

It’s quite simple really.
You list the features and ask yourself “so what?”

And you’ve got a benefit.

Let’s try:

Feature:
• I write quickly

So what?

Benefit:
• You get to launch your funnel within 24 hours

Feature:
• I write persuasively

So what?

Benefit:
• Your email will sell more.

But that’s just the beginning…

Because there’s another trick.

“The benefit behind the benefit”.
But we’ll get to this in a second.

Before we do…

Remember what I promised?
The gurus are lying to you. They say you should use only benefits…

They’re wrong.
Here’s why:

Imagine this:

You’re scrolling through Twitter. And you see an ad…

It writes…

“How to have endless financial freedom in life with real estate”

You click.
Go to a landing page.

The same is written there.
Demanding to get your email.

Do you give it to them?
No? 👇

If this headline smells scammy to you…

It’s because they used benefits.
But didn’t use features.

Let’s break it down:

“Endless financial freedom” is a benefit.

But they don’t answer the simple question “how?”
Which would reveal the feature.

You see…

We need to see features alongside benefits to feel safe.

To feel like we know what we’re buying into.

So instead… use this headline:

“How to get endless financial freedom using our 7-step real estate flipping guide”

See?

We’ve grounded it by doing two things.

1. It has 7-steps. Which is essentially a feature.

2. Real estate flipping - we explained HOW you get to the promised benefit.

Which headline would convert better?

Now.
The bonus part:

As promised - the hidden benefit behind a benefit formula:

Let’s do it again.

Feature:
• I persuasively

So what?

Benefit:
• So you sell more

Meaning? - shows the benefit of the benefit.

Benefit of benefit:
• You don’t have to worry about cashflow for the next 6 months.

Let’s do it again.

Now all-in-one:

Feature: I write quickly

Benefit: you get to launch your funnel within 24 hours

Benefit of the benefit: you can have a proof of concept to show investors ASAP

Let’s combine into one headline. Or billet point…

I write quickly and that’s why you’ll be able to launch within 24 hours and have a proof of concept for investors ASAP

Few copywriters use this formula.
But it works like a charm.

Would you like me to create a thread on how to use bullet points… in a sneaky way?

Tell me 👇