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Updated by Traci Carnes on Feb 21, 2014
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Traci Carnes Traci Carnes
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Copywriting and Content Marketing Basics

Does Your Copy Pass the "Forehead Slap" Test?

One of the most repeated rules of writing compelling copy is to stress benefits, not features. In other words, identify the underlying benefit that each feature of a product or service provides to the prospect, because that's what will prompt the purchase. This is one rule that always applies, except when it doesn't.