One of the most repeated rules of compelling copy is to stress benefits not the features because the more you describe the benefit of your product the more effective is your copy. This is the one rule that has to be applied always when ever you prepare a copy because that's what will prompt the purchase.

The idea of highlighting benefits over features seems simple but it is actually tough to do. Writers should never derive the fake benefits of the product. The fake benefit kills the originality of the sales copy.

Always try your best to give only true benefits of the product in the sales copy. This will build up customer trust towards your product and customer tends to buy your trust worthy products. Your sales copy tends to be effective only when it derive true benefits of the product.

There are some steps that will help you to extract true benefits of the product.

• First, make a list of each and every feature of the product or services.
• Second, ask yourself how will each feature benefit us and in what way it will benefit us.
• Third, get the absolute root of what's in it for the prospect at an emotional level.

The thing you need to keep in your mind while writing a sales copy is sell with benefits that is supported by features of your product. Your promised benefits in sales copy should be strongly supported by detailed explanation of the features.