Your prospect has one question before reading your next sentence:
“What’s in it for me?”

If your headline and opening don’t answer it, you risk losing that reader before your sales message gets started.

That’s rule number one of our Direct Response Performance Constitution my copywriters use: The reader cares about what your offer can do for them.

Your company history, product features and credentials can help support the sale. But first, give your prospect a reason to care.

Consider a hypothetical bookkeeping service.

Company-focused copy: “We provide comprehensive bookkeeping services.”

Reader-focused copy: “Spend less time buried in bookkeeping—and more time growing your business.”

The second version connects the service to something the prospect wants.

Now examine your own headline and first paragraph. Do they promise a meaningful benefit? Or make the reader work to discover one?

Here is a practical editing trick: After every product feature, ask, “So what does that mean for my customer?”

Keep asking until you reach a benefit that matters. Then bring that benefit forward and support it with credible proof.

Action:

Get a free critique of your copy.

Could your copy be hiding its strongest selling point? Call Michael at 615-933-4647 or email him at [email protected] for a free copy critique. Our team will review your message and identify opportunities to strengthen clarity, benefits and response.

FAQs:

Q: What’s the difference between a feature and a benefit?
A: A feature describes what something has or does. A benefit explains why that matters to your customer.

Q: Should I remove company credentials?
A: Use relevant credentials to build confidence in the benefit you promise.

Q: How do I know which benefit should lead?
A: Start with your prospect’s most pressing need or desire. Test competing benefits and measure response.

About Craig Huey:

Craig Huey is a Christian, political commentator, and marketing expert. He publishes The Huey Alert and hosts the Huey Alert Podcast with his wife Shelly.

Together, they stand at the intersection of faith, politics, and culture, helping Christians understand the issues shaping America today.

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