Increasingly, I'm skeptical of this copywriting advice: "Focus on benefits over features." In practice, it makes the copy longer, more abstract, and harder to parse for potential customers. When folks land on your website, they just want to know: "What does this company do?"
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If we knew how far down the decision path every prospect was at....it would be easy. The task is to have comms that convinces ALL prospects to keep moving down the path to purchase, regardless of if they are at the beginning or near the end of the path. That is tricky.
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You’re making a lot of assumptions. 1) Site visitor ALWAYS means ready to buy. 2) Features ALONE create trust. 3) This fictional site exists in a category of one with no direct competition offering the same features. In what example has all three of the above been true? Ever?
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I’m railing against the idea of writing long, benefit-driven copy, as opposed to telling me what an app does. If you’re a CRM tell me you’re a CRM. Then tell me how your product works, and what makes it different. Also, I think mentioning benefits (alongside features) is fine.
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Good copy is always about what it does ... for you.
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Wydaje się, że ładowanie zajmuje dużo czasu.
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