Customers don't care what your product does, they care what it does for them. Focus copy on four benefits: time savings, cost savings, health, or status. Benefit-focused copy boosts engagement 30-50% more than feature lists.
The benefit emphasis that focuses on customer outcomes. Does it save time? Does it save costs? Does it have a health or wellness? Does it have a status or lifestyle enhancement? All of these are benefits that come into place, and it's really that simple when you think about it.
What makes this style really effective is that it speaks to customer motivations and their desires.
Instead of just describing what your product does, you're explaining what it does for the customer, why it matters. Going back to research, it shows that benefit-focused copy can increase engagement rates by 30 to 50% compared to feature-focused copy. That's a huge swing in different things you can do. Let's go through some examples here as we've been kind of sharing. So an example of a good subject line is, finally, a solution for sensitive skin that actually works. It's very straightforward, but it really invokes the whole feature benefit, and I'm tired of things that aren't working. It's talking to me. And then in the body, it can be like, tired of skincare that promises the world but leaves your sensitive skin red and irritated? Again, commonality. Our gentle dermatologist-tested formula gives you clear, healthy skin you've been searching for without harsh chemicals that cause reactions. Really, really clear benefit-focused copy there. And if you're doing SMS, for example, sick of laundry taking all day? Our Express Wash System cuts your laundry time in half. Here's a link. Again, you're just talking about something that they feel a benefit to.
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