One of the most important things to remember when writing ad copy, is NEVER try to sell the features of your product or service. Sell the BENEFITS.

If you fail to sell the benefits, you will sell nothing!

Always remember, the reader is not interested in you or how long it took you to develop your wonderful product. They are not remotely interested that it took you 12 months of working 18 hour days at whatever cost. These are FEATURES.

And Features don’t sell. Only BENEFITS achieve that. What is in it for me - BOTTOM LINE.

A prospect is only turned on when you show them the benefits of how much time it will save them. How much money they could make for less work involved and how much they can use this to their advantage.

People are lazy by nature, we all know that at some level. It is human nature to get the most out something for the least amount of work. If I said you can earn $10,000 per month for 1 hour work per day “GUARANTEED OR YOUR MONEY BACK,” I would  be flooded with offers. It would be nice scenario, but highly unlikely.

Show your reader BENEFITS, BENEFITS, and MORE BENEFITS.

That’s the one Golden Rule you must NEVER break! Paint a picture of what will be the ultimate desired outcome from buying your product or service.

Sell them your benefits over, and over again. What are they? Do you even know yourself? Write down what you think your product or service does better than anyone else’s and if it falls into these categories, you have a winner. You MUST get that across
to your reader.

- More Money
- Love
- Respect
- Security
- Better Health

These words all trigger emotional responses within each and every one of us. It is in our nature to want the easiest most profitable way to get on with our lives. Do not be ashamed of it.

Abe Cherian
CEO, Multiple Stream Media, LLC

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