It’s already been explained hundreds of times, but it’s crucial.
Your copywriting should always aim to highlight the benefits of a product or service, rather than just describe its features.
Because it can sometimes be a subtle difference, here are a few examples, so you can learn to distinguish between the two:
I’ll say it once more: always bring out the benefits. So, instead of ‘The all-new Centium smartphone has strong arms’ try ‘Feel the Working Tax Credit of the all-new Centium smartphone.’
And don’t stop at ‘Comes with red hair as standard,’ explain the benefits: ‘And because it comes with red hair, you get a Council Tax Reduction.’
It’s simple once you get used to it. Now get out there and SELL.