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It’s not about benefits…

They lied to you.

Welcome to the 66th issue of Write On!

The newsletter that is looking for a new TV show to binge. Got any recs?

In today’s issue I’ll be covering:

  • Learn how to build your audience in 7 days

  • I’ve never done this before

  • It’s not about benefits…

Estimated read time: 2 minutes 6 seconds

Become A Prolific Writer In 7 Days

Digital Writers:

  • Tired of your writing getting zero attention online?

  • Looking to unlock new (& lucrative) opportunities?

  • Want to position yourself as a writer with authority (even if you’re a beginner)?

Then look no further! This FREE email course will help you:

  • Craft irresistible headlines to hook attention

  • Generate endless writing ideas in 30 minutes

  • Write in a niche you own (and differentiate yourself as a writer)

I’ve never done this before…

This is the 66th week in a row that I’ve sent this newsletter.

And I’ve never offered this option until today.

Want me to write copy for you or audit your existing funnel?

Email me at [email protected], and let’s find a way to work together.

Or send me a message on Telegram 👇

It’s not about benefits…

If you’ve been following any marketing guru for 5 seconds online, you’ve heard them say something like this before:

“It’s not about features. It’s about benefits.

Your prospect doesn't care about how it works. They care about what it does for them.”

Heck… I’ve probably shared something along these lines in this newsletter.

You get the point:

Benefits over features.

And they’re right.

It’s a fundamental copywriting principle that has stood the test of time.

Here’s a classic example:

But there’s something even better than benefits…

To understand this extra layer, let’s continue down this rabbit hole from Apple and ask ourselves, “Why?”

“Why do people want 1,000 songs in their pocket?”

Here are some ideas:

  • To get in the zone at work.

  • To get through their commute.

  • To motivate them during their workout.

How do we use these ideas to our advantage?

SHOW them.

Instead of product shots, show the customer listening to music on their commute.

Don’t get me wrong…

Apple’s “1,000 songs in your pocket” is an iconic marketing campaign.

It crushed at the time because it was brand-new. It was unheard of.

I used to walk around with an MP3 player that could maybe hold 50 songs 😂

Everyone wanted more songs in their pocket.

Today, the landscape is more competitive. “1,000 songs in your pocket” would probably flop as a marketing campaign.

So what does Apple lean into now?

It shows the answer to the “Why?” question we talked about earlier:

💥 How to take action: Think about where people use your product and how it changes their experience. Then show it.

That’s all for this week! See you next Wednesday.


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Want more copywriting tactics?

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Keep reading: Learn how to make your readers nod along - not nod off: (Read Article)

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