Benefits sell, features close. In this video I'm going to teach you how to write desirable benefits.
The thing to remember above all else, is that a benefit is a desired future. It's a future that your reader or customer wants.
A feature is a thing that gets them there.
In this example I'm going to show you how to turn 4 very different features, from funnels, running shoes and cameras into benefits.
A benefit needs to answer 2 questions. Who cares? So what?
A feature must answer those 2 questions. Who cares and so what? If you can't think of who would care about 4k 60fps camera, then it isn't a benefit.
You also have to ask "so what?" So what that it's 4k? Who cares?
You might even have to ask "so what?" a few times, going 3 levels deep until you find the desirable future that customers want.
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