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Profits are vital for your content to work

The benefits are vital if you want your copywriting to work.


Well for starters, without them, you’re just creating a bland marketing campaign that will fall apart and your customers will want more than that if they are persuaded to open their wallets and buy.

The audience you’re writing for wants to know why they should buy from you.

They want to know why your product will improve their life.

They want to know how you are going to solve their problem.

They want to know how you will meet their needs.

Get the picture?

They don’t want complicated messages that they have to decipher; they want simple statements that show them what benefits them.

A great example of this is Apple.

The company sells lots and lots of iPods, iPhones, and iPads because it clearly shows how its products simplify the lives of its customers.

Ads show how easy they are to use (counteracting “eek, new tech!” Response) by showing real people using them.

They are listed as “cool”, which along with the user-friendly / easy-to-use message makes buying one a no-brainer.

How to be like Apple

Okay, that’s great, but how can you replicate it in your marketing?

You probably don’t have the same marketing budget as Apple, so you can forget about the amazing ads and instant “quality” brand recognition, but all is not lost.

All you have to do is study your customers and find out what problem your product solves and how it fits into their lifestyle.

This will create your reason for buying.

Then all you have to do is create a sales message, targeted at your customers, focusing on why they need your product.

Think of your headline.

What is the key factor that will make someone buy your product?

So use that as the basis for it.

Using a story format is a great way to illustrate what your product will do for your customer. Let your product inspire ideas, but the story should always focus on your customer.

Think about:

  • What they value

  • How should you talk to them (tone of voice)

  • What is your point of view?

  • What is the main benefit?

  • Who is getting your message (think about your audience demographics)

If you want to create powerful marketing messages like Apple, focus on the needs and wants of your customers.

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