‘Does Your Copy Pass the ‘Forehead Slap’ Test?’ – Copyblogger
Brian Clark says, “One of the most repeated rules of writing compelling copy is to stress benefits, not features.
In other words, identify the underlying benefit that each feature of a product or service provides to the prospect, because that’s what will prompt the purchase.
This is one rule that always applies, except when it doesn’t.
We’ll look at the exceptions in a bit.
Fake benefits
The idea of highlighting benefits over features seems simple. But it’s often tough to do in practice.
Writers often end up with fake benefits instead”.
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