Andrew | Copy & Conversions

Andrew | Copy & Conversions

05-01-2022

17:06

How To Start Copywriting The #1 skill for new copywriters to learn. // THREAD //

So you're new to copywriting... Where do you start? Research? Maybe... But I'm going to focus on the key writing skill. Because if you want to be a copywriter you gotta start writing copy. And the key writing skill is...

Writing benefits. In other words telling your prospect what's in it for them. And it's the key writing skill because you use benefits in all types of copy such as: - VSLs - Emails - Webinars - Landing pages Plus...

You can use them in almost every aspect of your copy. From the headline down to the close. So you want to get good at writing benefits. How? I'll show you...

The first step is to list the features of your offer. For practice pick something close to hand. Maybe a short PDF or a video game controller or whatever else you've got. For this thread, I'll go with the Mac I'm writing this on. And features are...

The facts about your offer. So for my Mac some of the features are: - 27” monitor - 8GB memory - 2TB hard drive - Wireless keyboard Obviously it has a lot more. And you could - and should - go into more detail. For example, the type of memory. But...

I'm keeping it simple for the thread. Now you want to list all of the features of your practice product. Go!

Done? Good work! Now we can convert them to benefits. And benefits are what the features will do for your prospects. They're what's in it for them, they're why they should care. Here's how to do it...

Start with your feature. For example: "27” monitor" And then add: "which means" On to the end: "27" monitor which means" And then finish the sentence with what it means for your prospect. Why should they care about the feature? For example:

"27" monitor which means it’s far easier on the eyes than smaller screens." And a feature can have multiple benefits. Don't limit yourself to just one if you spot more. Plus the strongest benefits are often not the first ones that come to mind...

Instead they’re buried deeper in the feature. To find them, add another “which means” on the end: "27" monitor which means it’s far easier on the eyes than smaller screens which means you can work for longer and without the risk of eyestrain." And you needn't stop there...

Keep adding “which means” until you get stuck. Soon you'll have a treasure trove of benefits you can use in your copy. So now go through your list of features and write out as many benefits as possible. And don't think about...

How they're phrased or any specific copywriting techniques at this point. Just get the benefit down like my monitor example. We'll polish them later. Go!

Done? Great work! What you've got now is a list of vanilla benefits. The next step is to take them from vanilla to triple choc chip with whipped cream, nuts, and caramel sauce. And we'll look at that in my next thread. For now...

If you're serious about learning the craft of copywriting. You're still new to the craft. And you're following me. Then...

Do the work in this thread. Shoot me a DM. Show me a list of at least ten features you've turned into benefits. And I'll give you feedback to make sure you're heading in the right direction. To sum up:

- Pick a practice product. - List every single one of its features. - Use "which means" to convert them to benefits. - Keep digging with "which means" to get deeper benefits. Then you're welcome to DM me your work for feedback.

Follow me @AndrewWriteCopy for more quality tweets and threads on marketing and copywriting. And if you enjoyed this thread and found it valuable, retweet it to help your fellow persuasion professionals:


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