It had to happen, didn’t it. We stretched the elastic band so tight on heart-centred sales and conversational copywriting and benefits-only wording that the other day, it snapped.
It was someone on LinkedIn who made the point that sharing the benefits of a product or service is all fine and dandy, but what if your prospect asks how you make those benefit promises come true? Not with smoke and mirrors, presumably. So here we must turn to corroborating features. Snap!
OK, but how do you make it Texas’ best bread?
I’m sending myself up here because I’ve been bleating on about “benefits sell, features smell” since the Dark Ages of my former career as a copywriter. (NB: I still deal with features and benefits in the planning and marketing of nonfiction books.)
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