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When writing sales copy, the call to action (CTA) can seem like the most enticing part. You’ve got a great product and you know it. So why not just tell people to buy it already?

Often, in my client’s writing, I see well written calls to action but they worry that they come off as sleazy, sales-y or cheap. Why?

Because they haven’t done the work to convince the reader that using their product will deliver a real benefit, relieve real pain or solve a real problem. For your writing to sell, you must learn to see your service from the benefits end. This takes practice and i't’s not always straightforward. Benefits can be tangible but not always - features can be things but they can also be feelings.

Yet it’s worth the work. It means that by the time you get to your CTA, your work is virtually done. The CTA becomes the cherry on top not the main event. It means you don’t need to push or sell. Your benefits speak for themselves.

So what?

A wise person once told me she often doesn’t know how she feels about a subject until she writes about it. It takes patience to sit with something long enough, to write about it in enough depth that you see it through to its logical conclusion.

You’ve spent countless hours developing a product or service that works for your clients. You are steeped in knowledge about your chosen field. You have set your price strategically and you have added features to make it easier for your clients to work with you. And so why is it so hard to encapsulate the true benefit of working with you? What’s the key thing your audience takes away from your process that they won’t get anywhere else?

When we’re asked how our audience really benefits from all of those features, often we come up short.

Translating features into benefits is so often overlooked. That’s why getting into the habit of seeing your product or service from the benefits end can really set you apart from your competitors.

Start by listing out your features, then for each one, write its benefit. Usually, this first benefit is just the starting point. When you think you have landed on a benefit, ask yourself so what? Then write your answer. Ask yourself ‘so what?’ again and again, until you run out of answers.

Only then will you know that you’ve landed on a real benefit.