Benefits and Pain Points
More than just writing
Understanding where your prospective customers are, i.e. have they used a similar product or service before, or is your offering totally new, is extremely important. This helps you understand their needs and wants, i.e. benefits and pain points. Crafting the perfect copy from a place of understanding should be the goal of every copywriter. The more relatable your copy is the more likely your audience will engage with it, leading to conversions.