Fun Exercise Today
Sure, I've got a bucket full of features, but what the hell are the benefits?
I actually panicked, thinking, did I really create a product which has no benefit? But, rational minds prevailed and I knew better. This product was created for my own membership site and I knew if I needed it, others would too.
But, it was good because I was forced to go through the exercise of enumerating my features and asking the question, "And that means...?"
It took me about 2-3 hours to finally drill down, think and uncover the true benefit of my product. But the final headline was worth it.
I always write a lot of headlines and reading the progression from the first (feature-based) to the last (dominant-emotion benefit-based) was enlightening.
Then the rest of the letter wrote itself. And all the feature-based stuff was used in the letter.
I realize this post is less useful without the copy but I'm not quite ready to reveal it. I'll update it in a week when I launch.
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DavidG -
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Mark Andrews Banned-
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