Hernan Vazquez breaks down why copywriting matters more than most marketers think. Features tell people what a product does; benefits show them how it makes them feel. He uses a car air-conditioning example to show the difference, then explains how to write ads that actually sell.
Hey everybody, what's up? On this video, let's talk about copywriting for your advertising, which is pretty important if you ask me. Hey guys, what's up? Welcome to another video. Sorry about that introduction. I know that you haven't asked, but if you do ask about what's important in advertising and marketing in general, I would say copywriting. Now this is a caveat. I'm not a copywriter, okay? I'm sure that there's a bunch— I'm learning. I'm trying to learn every day, day in and day out, when it comes to copywriting, because I think it's one of the most important skills that any marketer can develop, all right? If you have that skill, you can sell things to people, and if you sell things to people, you will never go hungry and you can actually grow your company. Now the reality is that I see a lot of marketers come up with these questions over and over again about metrics, optimizations. I talk a little bit about, a lot actually about metrics, conversions, funnels, et cetera, but I'm kind of neglecting on this channel the actual copywriting side of things, which I think is super, super important. And copywriting is like, oof, I would say a vast topic. I'm not nearly as an expert as I would like, to actually cover it on a couple of videos. Maybe I would make a section once my copy gets better, of course, but the point here is that what I wanted to really touch base here is that when you're developing your ads, when you're developing your sales pages or your opt-in pages, whatever, there's a main distinction that can make or break your copywriting and the conversions that you're getting, which is the distinctions between features Advantages and benefits. Okay, think about that for a moment. Features versus advantages versus benefits. I see a lot of people trying to sell products or sell a lead magnet because you're always selling. Doesn't matter what you're doing, you're selling. You're selling people to click on your ad, and then on the capture page you're selling them to download the lead magnet, and then on the lead magnet maybe you're selling your tripwire, etc. And on your emails you're selling. You're always selling. Okay, so Number one, I see a lot of people focusing strongly on features, and you need to think about this when you're describing your product. You need to think about is a feature is what it is, okay? An advantage is what it does, and then a benefit is what is the result of that, okay? So let me put an example. So let's say that you are pitching an air conditioner for a car, and this, uh, this is, um, an example, a really good example actually by Evan Pagan, and I learned this partly from him, okay? So he would say, you know, the feature will be that this car has air conditioning, okay? And you can be selling on features, which is this car has the best air conditioning out there. And the reality is that your prospect, they don't really matter about that, okay? So the car has air conditioning, that's great. Okay, that's amazing. Well, good for the car, but that doesn't really relate to the customer, all right? The advantage is what it does. Basically what it does is that you can cool your car with your windsock, okay? You can cool your car, so in a warm or hot environment, you can cool your car. Boom, that's the advantage, that's what it does. Now the benefit is the result, okay? And usually the result has to do with how the prospect or the potential client would— will feel about it, okay? So the benefit would be you will not feel the warm of the outside because the interior will be cold, okay? You will feel more comfortable driving this car because this car has air conditioning, okay? So as you can see, I'm treating the exact same thing, which is the air conditioning, in a really different way. You know, how the prospect will be, what will be the result. The result would be, okay, you can cool the environment so that you feel more comfortable, so that your family feels more comfortable, so that you do not need to cope with the environment, if you would. Okay, the same with the heating. You will feel, you know, warm inside of the car. It doesn't matter if it's freezing outside. Okay, so as you can see, that's the benefit versus advantages versus features, and that has to do with everything within your copy because I've heard somewhere that features tell, benefits sell. Let me say that again. Features tell, but benefits sell. So if you want your ad to be really compelling, you need to be filling it with benefits, not features. What would be the benefit of people actually clicking on your ad? What would be the benefit of people actually joining your webinar? What would be the benefit of people actually purchasing your product? Not the features, but the benefits. You know, if you have really good HD videos, that's a feature, okay? The advantage is that you will see clearly all of the content within the video, and the benefit would be that you will understand it better, okay? You will actually grasp the concept in the video because the video is HD. As you can see, the feature tells but the benefits sell. All right, so this is an approach that I'm trying to include of all— in all of my copy. If you see big copywriters like Dan Kennedy, Gary Halbert, you know, if you see these big, big, big copywriters, you will see that they are strongly focused on the benefits of the products, not the features, but which, you know, the amateur marketer or the amateur salesman will try to push, but rather the benefits. What would be the benefits of purchasing the product? When you are focusing on benefits, you know, you're connecting emotionally with people, which at the end of the day, people purchase based on emotion, and they, you know, they use logic to justify the purchase. All right, so that's basically how it works. So I hope this works and I hope this helps you guys out crafting better ads. Again, I'm not a copywriter. There's a bunch of good copywriting swipe files and there's a bunch of good copywriting resources out there. I'm gonna put a couple of on the description below or above whenever you're watching this video or whatever you're watching this video. All right guys, so I hope this helps you craft better ads and crafting better ads will make will get you better customers, less refunds, more money in your bank account, which is the main point. All right, so thank you guys again for watching. If you have any questions, comments, etc., just drop them below. And you can also join the Facebook group, which is completely free, and we discuss a ton of these things over there. Thank you guys again for watching, and I'll see you in the next video. Bye-bye.
