How to talk about features vs benefits in marketing copy
Ever heard of the Baader-Meinhof Phenomenon?
I didn’t know the exact term (I had to Google it), but it’s that thing where something you recently learned about suddenly seems to appear everywhere.
You know, the model of car you’re thinking of buying is suddenly all over the road.
Or you learn a new word or phrase - and suddenly everyone is saying it (even though you swear it didn’t exist last week).
My Baader-Meinhof thing at the moment is having people telling me that they don’t want to talk too much about the features of their program, their ‘how’...because people don’t buy the ‘how’, they buy the big outcome.
I know that this is copywriting advice that’s shared over and over again, but it’s wrong!
(OK, not completely wrong, but it’s way more nuanced than that).
I explain more in the above video.
Want a copy of the belief-shifting framework I share in the video?
Here you go 👇👇👇
https://docs.google.com/document/d/17...
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