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A Basic Guide of Copywriting by Pat O’Bryan…


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There are at least three kinds of readers (online and offline)-
1. Those who will read every word you write.
2. Those who skim, focusing on headlines, bullet points, and major points.
3. Those who read the headline and then skip to the offer.

Do you know the difference between a feature and a benefit? Its a little tricky, but its a distinction you need to learn.

Fine German engineering allows this car to cruise at 120 m.p.h. is a feature.
You can be playing golf while the others are still driving, is a benefit.

Heres another example:
This vacuum cleaner has suction pressure in excess of 9,000 p.s.i. is a feature.
This vacuum cleaner will get your carpet so clean your neighbors will turn green with envy. Is a benefit.
Actually, your neighbors will turn green with envy is a benefit of the benefit will get your carpets so clean.

Are you starting to see the difference? The feature is the description. The benefit is what it does for you. Lets look at another one.

This pizza contains broccoli, spinach, and spirulina, discusses features.
Healthy pizza for building strong, sexy bodies, discusses benefits.

Now lets look for a benefit of the benefit:
Healthy pizza that will make you so strong that girls will be asking you out. The benefit of the benefit so strong is girls will be asking you out.

One of the most famous copywriting stories comes from David Ogilvey. He had to write a sales page for a luxury car. Writing good sales copy requires intense research. He interviewed engineers and sales staff,. He examined the car.

Finally, he read the technical reports. Over a hundred pages into a dry, boring technical report he came across the sentence, “At 60 miles per hour, the loudest sound youll hear is the ticking of the clock“.

He used that as his headline. Notice, he didnt say a word about the engineering excellence of the car, or the seals around the windows. Those are features. He found the hidden benefit.

Bullet points are only slightly less important than headlines. Almost all of your readers will read them. If you need ten bullet points, write a hundred, and then choose the best ten.

The Guide to Copywriting, Pat O’Bryan.


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