Sales copy advice I gave my brother

How do you write great advertising copy?

This is a question my brother asked me recently. He’s got an ecommerce business currently doing 6 figures per month and so copy is important to him. 

I said to him “Think about the benefits of your products in 3 layers.”

Layer 1: Features

So if we're talking about bamboo sheets, we could say something like, "They're 100% organic cotton."

That's just a standard feature. Not very sexy but has some value to the market.

After writing that, we've got the next level of the framework.

Layer 2: Functional benefit

If we stick to our example, the functional benefit would be something like “it keeps you cool at night.” 

That’s a pretty useful benefit. I know for me personally, it’s tough to fall asleep deeply in the summer. 

So this benefit has my interest. 

And if the benefits ended there, it’s pretty good. 

But there’s a third layer of benefits that can make your products really shine. 

Layer 3: Emotional benefit

Here’s an example...

“These 100% organic cotton sheets breathe. They’ll keep you cool at night so you wake up energized and fully alive in the morning.”

Much, much better. 

So next time you’re writing any sales copy - or even crafting face to face sales scripts - think about what drives your market. 

That is what you want to talk about!