Mini-Course: Lorrie Morgan-Ferrero’s Copywriting: Features/Benefits Brainstorm

Just wanted to share a fantastic mini-course by Lorrie Morgan-Ferrero.  I’ve taken the course on which this mini-course is based on and it’s fantastic.  It changed the way I looked at my copy forever!  If you don’t have your copy of Red Hot Copy to Woo Your Target Market, you should snag it now before the price goes up!

This is it - the secret method I use with every piece of copy I create to make it razor sharp.

When I’m looking at creating copy for a new product I take a sheet of paper, draw a vertical line down the center and title each side. On the left is “Features.” On the right is “Benefits.” (NOTE: Handwriting works best for me on this exercise - you do what feels right for you). Now list all the features under that heading. Features are the adjectives of the product. What does it look like? What does it do? How does it help? What unique advantage does it offer? How is it different than other products? And so on. You should be able to list a minimum of five features.

Next under the “Benefits” heading, describe the outcome of each feature. How does that particular feature bring value to the customer? Will they sleep better, eat better, make more money, what?

Don’t be afraid to talk to real life prospects who can help you identify benefits they see in your product. You may even get ideas for new benefits. 

Finally, there should be one ultimate benefit that stands out. THAT, my friend, is the foundation of all of your copy. Build around it. 

In Lesson Four you’ll learn the SINGLE most important aspect of copywriting.

Warmly,
Lorrie Morgan-Ferrero  

P.S. Remember to get your copy of *Red Hot Copy to Woo Your Target Market* now before the price increase on February 20th! Click here to get yours.

P.P.S. Don’t forget: http://www.youtube.com/watch?v=VBLJUIXhntw

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