Web Copywriting - Include Relevant Benefits ... Otherwise You'll Bore Your Prospects

While it's good to include a lot of benefits in your copy, you need to make sure the benefits you include are relevant. If you include benefits that the prospect doesn't care about, it'll bore him and lose his interest. But when you include relevant benefits, you'll get your prospect's attention.

For example, let's say you're selling a product to help men build muscle. It's targeted towards men who find it hard to gain muscle no matter how hard they try. While there may be exercises in your product that help lose weight, such as aerobic exercises, you wouldn't want to list the benefit of losing weight.

Instead, you'd list the benefit that the prospect will gain muscle. You'd tell him that he'll look more attractive and sexier. Women will be attracted to him everywhere he goes. People will give him more respect. And he can finally no longer dread the summer months and not have to wear baggy clothes to hide his figure.

Notice that those benefits directly appeal to the prospect's needs. It solves the problems that the prospect is having. It paints a picture of the prospect receiving those benefits and having his desires fulfilled.

So make sure your copy has benefits that are relevant to your prospect. You'll first need to understand your prospect to know which benefits appeal to her. Write down your prospect's beliefs, fears, and desires to get an understanding of her.

Then list the benefits of your product that appeal to your prospect. Go over your list and take out any benefits that are irrelevant. You now have a list of benefits you can use when writing your copy. It's like a menu of benefits you can choose from when you write your copy.

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Francis Lui is a web copywriter with web technical skills.