Like 'Copywriting In The English', this entry is a spillover of thoughts in response to a post over on Copywriting. This time: 'Benefits of benefits', OP Kevin Birch.
To save you having to click over, Kevin asked for advice on turning features into benefits.
I said:
Quote:
Hello Kevin,
I suggest you play the "And That Means..." game:
Take any feature - like the polymer-frame construction on the Glock 19 I would own if
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