Benefits and concerns

There are hundreds of copywriting frameworks, tips, tricks and the like. But, in my experience, the formula for “high-converting copy” is pretty simple: if it speaks to the benefits of the product or service in question, and addresses your customer’s specific concerns—in ways that resonate with them—it works.

If it doesn’t, it’s a dud.

Speaking to benefits and concerns helps communicate not only what problem your solution solves, but how it solves it in ways that are tangible and valuable. It’s also a great way to explain what sets you apart from competitors.

The problem for many marketers and many clients is that they don't have this information available. Either the team never bothered to ask the client or the client never bothered to think it through—or, better, to ask their customers.

This is another problem that can be easily solved with user research—and another reason why marketer’s can often get lost seeing the forest for the trees.

When we create content that doesn’t address pain points or common concerns—let alone do our homework to understand what these things are—we shouldn’t be surprised if our work isn’t effective. Throwing darts in the dark and hoping for the best rarely works, and it's phenomenal way to waste time, money, attention, and trust that could have been used more intentionally.