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?"
Can you think of an example where people "have problem X" and they're not searching for a specific solution? (ie. CRM, accounting software, email newsletter, code editor, podcast editing)
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Sure. Join two things: people in trades and internet services. From my experience, they are often unfamiliar with how things work on the internet. They want specific results. Examples:
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They want more work, not necessarily ads on Google. They want a way to communicate with their current clients. It's your job to sell them the idea of using newsletters. They IME can't say what's a good way of achieving this, they're not that familiar with the existing solutions.
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