By skyforbes 
A common mistake in facebook ad copywriting is writing first about the features of a product or service rather than the benefits. While the features may be appealing, they don’t explain why someone should buy a product or subscribe to a service.
An important thing to know about marketing and copywriting is that people are naturally always thinking about themselves, so they want to know right away what the benefit is to them if they pay attention to what you’re saying.
Ultimately, the benefit they will receive is always the real reason behind their buying decision. How will something improve their lives, jobs, status, or relationships? What value will they realize?
For example, when someone is buying a car, they want to know how it will change things for the better. They want to know how they will spend less on gas, how it will save them time, or how it will make their commute more pleasant.
They could be buying a car because it has 7 cup holders or an extra-long moon-roof, but it’s more likely that they’re buying a car because it’s going to improve their life in some way.
The features are what the person is buying. The benefits are why they’re buying it.
One way to ensure that you’re leading with the benefits is to consider each feature one at a time and use the connecting word “so” plus what it will help the customer accomplish. For example:
- Join our Facebook group for free so you can get insider tips and have your questions answered by experts
- Download this free ebook so you can start experiencing the joy of leaving work on time and seeing your friends and family more
Using “so” ensures that you’re advertising benefits.
People do want to know about the features, but they act on the benefits, so features can come later in the buying process — they also don’t need to be as prominent in your marketing as benefits.