This formula for writing body copy is to

For example, “you will save 5 hours every week because we have a new unsubscribe button.” You can pull those benefits from doing your research ahead of time, so you don’t have to create them in your head.

Difference between benefits and features:

Features tend to be more technical, while benefits tell users what your product will do for them. Most of the time, you use benefits rather than features. For example, you wouldn’t say, “This new alarm has seven modes.” That’s the feature. You would cut to the benefit and say, “You will wake up feeling fresh.” You need to sell instead of tell.

Claude C. Hopkins got us to use modern toothpaste. He created this habit of “tooth brushing” for millions of Americans. Instead of calling it “green tooth glops,” he came up with “feel minty fresh.” for Pepsodent. This desire for the “feel of teeth” was created by focusing on the benefits.

Features should be used when customers are at a high stage of awareness and are looking for specifications. For example, when they are shopping for Mac.

Bonus:

1. Integrate testimony inside the body copy

Put testimony either at the beginning of your body copy or integrate it with each benefit across your body copy. Don’t leave them at the end or on a separate page.

2. Make your copy scannable

Use fonts, lists, and symbols that are easy to read.