Secrets to Get Your Marketing Materials Read: 10 Tips for Compelling Copy
By
Ford Saeks
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1. List benefits first, then features. Benefits aren’t facts about the product; they’re intangible, emotional triggers prospects respond to with their hearts, not their heads (such as look younger, feel sexier, be the envy of others, etc.). Lead with benefits and validate with such features as nonemotional facts about a product, like its performance, value, ingredients, etc. Benefits involve ego and emotion; features are facts.
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