Agreed that lots of benefit-copy is so abstract to be confusing but the benefits vs features dichotomy totally depends on the level of awareness of the visitor. For someone who doesn’t know much about you they want to know: “who are you and how will you improve my life?”https://twitter.com/mijustin/status/1276611514850373632 …
But if they’re “cold,” how did they get to your website in the first place?
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Many ways: paid ads, heard on podcasts, link in a newsletter. The point is: we shouldn’t assume that just because someone landed on our website they are perfectly aware of who we are and how we can help them. (Continue...)
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A great example is actually HEY’s homepage: literally zero mention of features in the homepage. Copy 100% focused on benefits of a new solution. And this despite the fact that likely 99% of their traffic is “warm”
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