Quick Tip:
How to Handle Features in Your Copy

According to Bob Bly, there are three ways to handle features in your copy:

1. Don't mention them at all.
2. Talk about the features of your product or service, but don't explain them.
3. List the features and then describe the benefits that result from each one.

The approach you take depends on your audience …

If you think features will bore, intimidate, or overwhelm your potential buyers, don't mention them at all.

When the features are common knowledge among your target audience, or if listing the features will impress your readers (even if they don't understand them), opt for the second approach.

If an explanation of the benefits of your product or service will support the sale, use the third option.

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Published: February 29, 2004

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