The exercise of highlighting the benefits, not the features of the product

[roseline371274]

When you come up with the first rough draft of your copy, try to "cut it down" so that the meaning remains intact but the message becomes concise. Note that long copy is sometimes unavoidable - the point is to get the message across in the best possible way. If we advertise unnecessarily and do not offer useful information - we will lose the audience's attention.

Task: Come up with a copy and try to shorten it as much as possible, but so that it does not lose its meaning.


A common mistake made by many companies is that when advertising they emphasize telegram data what they have achieved, and not how their products or services can meet the needs of potential consumers. The goal of the sales post is not for the company to brag about its business success, but to emphasize how the results of the work can help the target audience. If you offer a solution for a specific use - you will easily sell the product/service. If you brag persistently, they can only congratulate you.

Of course, in addition to sales posts, you can publish posts whose goal is to emphasize business success. There is no room for false modesty in business. However, if you want to sell a product, try to think like a potential buyer, not a seller.

Example: a software company sells its product with the message "our software supports multiple data flow at the same time (multiple core), which means that even in cases of increased download or upload, the server will remain stable". Fellow software engineers will be delighted. However, we must always keep in mind who we are addressing. For an audience that is not familiar with the performance of software solutions, the message "and when you achieve huge business success and achieve traffic of 300,000 site visits per hour - your website will remain stable" will be more likely to work.

Task: choose a company and a product and figure out how to bring them closer to the customer.