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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Do you think this depends on your audience’s level of tech-savvy?
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I think if the customer is ready to buy, they don’t need to be told the benefits. They just need to know: a) are they in the right place (does this product do what they want it to do) b) can they trust you
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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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