‘Choosing the Right Type of Benefits′ by Alex Mandossian

Alex Mandossian’s latest blog post is titled “Choosing the Right Type of Benefits”.

Mandossian says, “Explaining the benefits of your product or service is a copywriting fundamental. But one of the biggest copywriting mistakes people make is not categorizing their benefits.

There are two categories of benefits: “moving away” and “moving toward.” They appeal to two different types of prospects.

Some people are more attracted to benefits that promise to move them toward pleasure, like dangling a carrot in front a donkey. Others are motivated by “sticks” — that is, they want to move away from pain”.

Choosing the Right Type of Benefits

Alex Mandossian’s Blog