Write to Sell. The ultimate guide to great copywriting

benefit is anything that your product or service does to make your reader's life easier. Here's a list of benefits

What WILL happen if the reader DOES do what you want?
What WON'T happen if the reader DOES do what you want?
What WILL happen if the reader DOESN'T do what you want?
What WON'T happen if the reader DOESN'T do what you want?

A simple but effective way to show your reader what your product does for them is to use the opening phrase, “Picture the scene …

We want to paint a picture for our reader. Of life with our product, and life without

show, don't tell

It means focusing on benefits, not features

sell, don't tell

does for your reader

Now that you've started to figure out the true nature of what you're selling, you are in a far stronger position when you want to write about it. Instead of simply describing what you're selling, you can describe what it

Make them look good? Make them look successful