Thread by @kasimaslam

Here’s a #thread on the #1 most important skillset you can learn when it comes to creating advertising copy (along with step-by-step instructions and a FREE downloadable guide). #thread 🧵

Features tell. Benefits sell. Learning to take features and articulate their benefits is the most impactful skill a marketer can have. It sounds simple enough, but in practice can be exceedingly difficult (as evidenced by how many people fail at it).

Features are technical descriptions or functionalities of a product. Benefits show how the product can solve customers' problems or meet their needs. Nobody buys a drill, they buy a hole.

Identify the problems your customers face & the symptoms causing them. Symptoms are tangible experiences that customers see, feel, or experience. Understanding these will help you craft powerful benefits.

Consider the potential consequences if customers need to solve their problems. This "ripple effect" can help you better understand customers' motivations & craft more persuasive benefits.

Write down all the benefits your customers will get from your product's features. Benefits should focus on what the product does for the customer. Make sure to identify secondary and even tertiary benefits.

This is HUGE: Describe the transformation customers want to see, and what becomes possible when their problems are solved. These are often the opposite of the consequences.

Make sure you work to connect your transformation to the root desire behind that transformation. People don’t just want to “get in shape” for the sake of it. They want to be desired, or find a life partner, or love themselves.

Here’s a list of common desires. Almost all people want:
・Survival, life enjoyment, life extension
・Enjoyment of food/beverages
・Freedom from fear, pain, and danger

...continues...

...continues...
・Sexual companionship
・Comfortable living
・Superiority, keeping up with the Joneses
・Care & protection of loved ones
・Social approval

Turn features into benefits that resonate with your customers by understanding their problems, symptoms, consequences, and desired transformations. Make your product irresistible!

Here’s a free video tutorial and a downloadable guide to turning features into benefits.
sol8.com/download-quick…

Enjoy! ✌️

#ppcchat #digitalmarketing #benefits #features