Copywriter Henneke Duistermaat suggests taking these 4 steps before you start writing your copy:
1. Create a full list of features and specifications
2. Translate each feature into a benefit for your ideal reader
3. Consider the problems you help avoid
4. Write down the objections to buying from you and decide how you can address them
This is Copywriting 101 and I was doing it over 30 years ago, but many modern marketers today seem to skip these important fundamentals.
Source: Copy Blogger, 6/28/13
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