The 1 Simple Copy Shift That Will Transform Your Results
Have you ever wondered why some ads seem to sell instantly and effortlessly… while others get ignored and struggle to gain any traction?
I can tell you this… The difference in these two outcomes is not because of fancy branding, complicated marketing funnels or a long list of program “features”.
The difference between sales copy that converts and copy that gets ignored comes down to one simple shift in your approach:
People don’t buy products… They buy results.
It’s such a simple realization, and yet I see businesses make the same mistake over and over again…
They focus on features instead of benefits.
So… what’s the difference between features and benefits?
➡️ A feature is what your product or service is or includes.
➡️ A benefit is what it does for your customer.
Here’s an example:
❌ Feature-focused copy: “You’ll get 10+ hours of video lessons and our interactive 50-page workbook.”
✅ Benefit-driven copy: “You’ll walk away with a crystal-clear marketing strategy that helps you attract clients with ease.”
See the difference? One just describes the product. The other sells the transformation.
The cold, hard truth is - customers don’t care about specs, modules, or course deliverability… (at least not until they understand how those things improve their life.)
Think about it like this…
💡 People don’t want a diet plan; they want to be healthy, feel good in their skin and experience confidence like they’ve never known before.
💡 People don’t want a course on manifesting; they want to effortlessly live a life that they truly love, full of joy and abundance.
💡 People don’t want coaching; they want clarity, support, and results.
Your audience isn’t looking for “another thing to buy.” They’re looking for a solution to their problem or a way to reach their desired outcome faster.
If you can show them how your product helps them achieve that goal, they’ll be much more likely to take action.
So what does this look like in action?
Let’s say you sell a business coaching program:
❌ Feature: “You get access to 1-on-1 coaching calls.”
✅ Benefit: “Confidently make effective business decisions without second-guessing yourself with our expert guidance and support.”
See how much more compelling that sounds?
Real-World Example: Apple
Think about Apple’s marketing. They never just list technical specs. Instead, they focus on benefits:
❌ Feature: “The iPhone has a 12MP camera.”
✅ Benefit: “Take stunning, professional-quality photos effortlessly.”
The key is that they make you feel the value… not just read about it.
Now, let’s apply this to YOUR sales copy!
Here’s a simple exercise to help you get started:
Make a list of your product’s features.
Next to each one, write "so that..." and complete the sentence with the benefit.
Now, use those benefits in your marketing copy!
When writing copy, ask yourself: “Why should my customer care?”
If the answer isn’t crystal clear, it means you need to go deeper into the benefits!
If you only remember one thing from this post, let it be this:
➡ ️ Features tell. Benefits sell.
Shift your messaging from what they’ll do to what results they’ll get… and watch your conversions soar!